Initial Look Development

For the initial development of the stylescape, I brought in a myriad of reference images and elements to create a general look and feel that would be refined on later. While the Spurs are known for being much more traditional and safe, recognizing that the era of Duncan, Parker and Ginobili is over, one key focal point of Fiesta Nights for the executive team was to make it appeal to younger individuals. As a result, I went with a much more clean, vector style that not only incorporated illustrative shapes, but bright vibrant colors as well.

The Pitch

Upon getting the greenlight to further explore the direction based on the initial look, I proceeded to refine the concept by incorporating Spurs brand elements such as the tribal pattern, colors, and typography while replacing all the reference image shapes with shapes that are inspired by and representative of Hispanic culture.