Email Campaigns
LA · Dallas · Atlanta · NYC · Chicago
Art Direction · Brand Identity · Digital Experience
The Project
Red Bull Media House brought me on to lead the brand and digital experience for Hangtime, their national Slam Dunk Competition. After proving my value across a series of demanding email campaigns, I was extended full creative ownership. I identified a stronger direction than the one I was given, pitched a 90s street basketball concept, earned executive sign-off, and built the entire thing — logo system, visual identity, and competition website.
Brand Identity
Logo system & visual language
Logo Explorations
Concept development & iterations
Bracket Website
Laravel / PHP · Front-end redesign
01
Earning the Brief
I was brought in as a specialist email developer during Red Bull's "30 Days in LA" campaign — emails shipped nightly for 30 consecutive days. Red Bull's standards are uncompromising: every send had to render flawlessly across all clients, desktop and mobile. I delivered without exception, then contributed design improvements that extended my role into campaigns across Dallas, Atlanta, New York, and Chicago. That body of work built the trust that led to this brief.
02
Owning the Direction
Originally scoped as a front-end reskin, I saw room to do better. I researched what resonates with the target audience and presented a parallel concept — a 90s-inspired street basketball identity — alongside the expected deliverable. Red Bull asked me to develop it fully: logo suite, color system, typographic language, and supporting graphic elements. The concept cleared stakeholder review and received executive approval. A self-initiated pitch that became the official brand.
03
Building the Experience
With the identity locked, I led the front-end redesign of the Hangtime bracket platform — a participant-facing web portal built on Laravel/PHP that surfaced live tournament results to fans nationwide. I overhauled the UI to align with the new visual system, optimized across devices, and shipped a performant product on Red Bull's tight timeline.