Preface
Summer Jam 4 was the fourth annual community football event presented by Before Your Eyes, the brand founded by NFL athlete Skyy Moore. The event took place in New Kensington, PA and featured a 1-on-1 football tournament, raffles, autograph signings, food trucks, and local vendor participation.
This project involved designing promotional materials for both digital and large-format outdoor advertising.
Objective
The primary goal was to generate excitement and drive attendance within the local community while maintaining a bold, high-energy aesthetic aligned with sports culture.
The design needed to:
- Capture attention instantly from a distance
- Communicate essential event details clearly
- Feel energetic and youth-driven
- Support both social media promotion and billboard placement
- Highlight prize incentives ($2,000 prize pool)
Because this was a recurring annual event, the visual identity also needed to feel established and credible.
Visual Direction & Strategy
The visual system centered around energy, motion, and heat — reflecting the competitive intensity of summer football.
A warm-to-cool gradient (orange to deep purple) was used to evoke summer heat transitioning into evening competition. Vertical player cutouts were integrated into the “SUMMER” typography to create movement and depth while keeping the composition structured.
Hierarchy was critical due to information density. The layout was structured into three visual tiers:
- Event identity and title
- Core event details (date, time, location)
- Tournament callout and prize incentive
High-contrast typography ensured legibility at both mobile scale and billboard scale.
Billboard Considerations
Designing for billboard placement required simplifying spacing and strengthening contrast.
From a distance, only three things truly matter:
- Event name
- Date
- Prize incentive
All other information was treated as secondary.
Typography was scaled aggressively, and the prize amount was emphasized to create a strong call-to-action for competitive athletes.
Mockups were created to visualize how the design would perform in urban outdoor settings, ensuring clarity and readability from street level.
Social Media Adaptation
The billboard layout was adapted for square and vertical formats for Instagram and digital promotion.
Information density was preserved while maintaining strong hierarchy. The design system remained consistent across formats to reinforce brand recognition.
Outcome
The final campaign delivered a bold, cohesive visual identity that:
- Elevated the professionalism of the event
- Increased perceived legitimacy and scale
- Balanced high energy with clear information hierarchy
- Translated seamlessly across digital and large-format print
This project demonstrates my ability to design for real-world environments, scale layouts for multiple formats, and structure dense information in a clear, engaging way.