When I joined the Riders, we reimagined how we approached seasonal creative. We brought the design of our Season Style Guides fully in-house for the first time ever. I led the creation and evolution of these guides over four seasons – developing a fresh, meaningful visual identity each year and working with the team to execute. The process became deeply collaborative, involving marketing and football operations to ensure a strong theme and consistent look that connected across every level of the organization – from social to stadium.

The Season Style Guides reflect my growth as a designer and the evolution of the Riders’ brand. As trust in our creative process grew, so did the opportunity to experiment and push boundaries. Each year was anchored in a specific theme or ethos, guiding everything from typography to tone. You can explore the full progression through the embedded Behance layouts above.