Creative Direction | Art Direction | Package Design
Graphic Design | Presentation Design
Delaware North Sportservice
As part of my work with Delaware North Sportservice, I’ve led creative direction and design across a range of branded initiatives that celebrate partnerships, enhance associate engagement, and elevate the company’s presence within the world of sports hospitality. These projects merge storytelling and design craftsmanship to strengthen connections between teams, guests, and the Delaware North brand.
From custom gifting experiences for major sports franchises like the Buffalo Bills, Green Bay Packers, and Atlanta Braves, to environmental graphics that inspire associates at Highmark Stadium, each piece reflects a thoughtful balance of creativity, precision, and brand alignment. I also led design and art direction for NEXT, a forward-looking publication highlighting innovation and emerging trends across the hospitality industry.
Together, these projects demonstrate Delaware North Sportservice’s—and my own—commitment to designing meaningful, memorable experiences that celebrate both sport and service.
Art Direction | Photography | On-site Creative Production
Viral Moment: Bad Blood Waffle Fries (NFL Playoffs)
Overview
During the 2024 NFL Playoffs, Delaware North—food and beverage partner of the Buffalo Bills—introduced the Bad Blood Waffle Fries, a two-foot-long concession item created for the Bills vs. Chiefs divisional matchup. Timed to intersect with both playoff momentum and pop-culture conversation, the item needed to be captured and distributed immediately to take advantage of the moment.
Challenge
With only days before kickoff, there was limited time to plan, produce, and deliver imagery capable of competing in a fast-moving news and social media cycle. The shoot also needed to take place inside a live stadium environment, balancing speed, scale, and brand standards while creating visuals bold enough to stand out nationally.
Approach
I went on site to Highmark Stadium to art direct and photograph a last-minute food shoot, focusing on scale, humor, and immediacy. Creative decisions were made quickly and intentionally—prioritizing strong compositions, clear storytelling, and media-ready visuals that could translate seamlessly across social platforms, press outlets, and digital coverage.
Outcome
The resulting imagery spread rapidly across the internet and social media, transforming a concession item into a national talking point. Coverage and organic shares appeared across major outlets including NBC News, TODAY, CNN, ESPN, Sports Illustrated, TMZ, and Vanity Fair. The campaign generated millions of impressions and significant engagement, extending Delaware North’s brand presence far beyond game day and reinforcing its role in shaping memorable fan experiences.
NFL Opening Day Gift 2019
To celebrate the NFL’s Opening Day, I led the creative direction and design for a premium custom gift package distributed to Delaware North’s partner teams, including the Buffalo Bills, Green Bay Packers and Jacksonville Jaguars. The sleek white box featured a debossed team logo on its outer shell, revealing a sliding interior compartment filled with artisan chocolates, cookies, and macarons. From structural design to label artwork, every element was crafted to reflect sophistication, team pride, and Delaware North’s commitment to exceptional presentation and detail.
Delaware North Vision & Values - Highmark Stadium
For Delaware North’s associate spaces at Highmark Stadium, I designed a high-energy graphic installation to showcase the company’s Vision and Values. The wall served as both an engagement feature and recognition space, honoring high-performing team members while reinforcing company culture. The design combined bold typography, dynamic imagery, and brand colors to create an inspiring visual centerpiece that connected employees to Delaware North’s mission and hospitality excellence.
Atlanta Braves 2019 Postseason Gift
To commemorate the Atlanta Braves’ 2019 postseason run, I executed the graphic and package design for a custom gift box from Delaware North’s food and beverage team. The package, which contained a bottle of wine paired with curated culinary items, reflected a refined and celebratory tone. Every detail—from the packaging structure to the printed graphics—was designed to honor the Braves’ brand and deliver a memorable, high-quality gifting experience.
NEXT - Delaware North Trends Publication
I served as Art Director and Designer for NEXT, a Delaware North publication created to share insights on emerging trends in hospitality, guest experience, and food service innovation within sports venues. The design approach balanced editorial sophistication with approachability, featuring bold photography, clean layouts, and engaging typography. The publication strengthened Delaware North’s internal and partner communications by positioning the brand as a thought leader in sports and venue hospitality.
