The Charlotte Sports Foundation is a non-profit that is dedicated to promoting the City of Charlotte by hosting high-profile sporting events. The Duke’s Mayo Classic is one of those major events that drives visitors to the city every year. For this iconic matchup of UNC vs USC, I was charged with putting together a theme for the year so that the event would have a cohesive and unique style across all platforms. In collaboration with the client, we landed on using a torn paper effect that is symbolic of the NC-SC border, paired with the line “only one carolina” to show that only one of the states can take home the win!
This theme was built out across multiple platforms including: digital, OOH, paid and organic social, print, and various game-day collateral.
Other directions that were considered:
