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Look of the Game

Chick-fil-A Peach Bowl

THE SITUATION

The Chick-fil-A Peach Bowl is part of the New Year’s Six, offering top matchups among an elite group of teams and bowl games. But because of its ACC vs. SEC history, there is still confusion among fans that this is a competitive bowl game for the best of the best. We had to remove that confusion once and for all, and establish the Peach Bowl as the elite event it is.

Blue sky thinking

We developed key art that shows the action, energy and intensity of The Chick-fil-A Peach Bowl right here in the Capital of College Football. Using dynamic imagery and design elements to heighten the excitement and credibility of the game, we positioned the event as a must-see game between two of the nation’s top ten teams. We also tied back to the Peach Bowl brand with colorful design elements that could be embellished with team colors and logos as schools were announced – a critical operational move that helped us maximize the game promotion period in real time.

Results

We helped the Peach Bowl drive another sell-out game and reinvigorated their game day cred. We also helped them create a design system that promoted the Peach Bowl brand while also flexing to accommodate any of the game day teams that made it.

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