Art Direction & Design of Key Art, Event & Activation signage, Custom Exterior Stadium & Suite Graphics, Digital assets, and more in support of the annual Army-Navy Game – Presented by USAA.
United in both rivalry and tradition the Army-Army Game is one of the most extraordinary games in college sports. It's made of fierce rivals BUT also made of two teams united in their mutual respect and admiration for one another. It's a rivalry for the ages steeped in tradition. As the presenting sponsor for the past 10+ years, USAA has always been united in their mission to serve our military and we at 160/90 help them honor and protect this storied rivalry, and bring deserved attention to the greatest game of all.
USAA’s presence is felt throughout the stadium, both in and out, and across multiple locations in the host city engaging all attendees with fully branded immersive experiences, not just on game day but in the days leading up to the game.
A fully branded experience is constructed at the host stadium where those attending the game can feel what feels like to parachute into the stadium in virtual reality, a physical Pass Catching photo opportunity, as well as the ability to take their photo with game-day uniforms.
Custom suite signage chronicling historic photographs from games past and exclusive helmets with foil game logos adorned multiple luxury suites for attendees to enjoy. Exclusive on-field tours and a visit by Roger Staubach heighten this exclusive experience.
Designing the tossing coin is another rare opportunity for USAA to expand its game-day footprint.
Traditionally, the contest is held at a neutral site in the Northeast. The 2020 game was originally planned for Philadelphia the site of more Army-Navy games than any other location. However, the pandemic has forced the cancellation of mass gatherings of people in public or private spaces. Military leadership turned to Michie Stadium, a 38,000-seat stadium located within the boundaries of the U.S. Military Academy in Highland Falls, N.Y., and exempt from local governmental control. So, for the first time since 1943, the game will be held on the hills overlooking New York’s Hudson River, just a few hundred yards from where it all began on The Plain at West Point. To avoid possible COVID-19 exposure to the 8,800 combined students of the two academies, no other fans were in the grandstands. However, a contingent of admirals and generals, along with their staff watched from the suites.
As the title sponsor of the game, we helped USAA continue to build on its successful rivalry-themed campaign through virtual/digital creative content.
A collaborative effort between Corporate Communications and Sponsorships armynavyhouse.com is a sweepstakes-based brand platform developed to engage fans and media alike. Using influencers, social channels, and earned media to solicit fan engagement by asking them to share images of their fandom on a USAA owned microsite.
Art Direction & Design of Key Art, Event & Activation signage, Digital assets, Challenge Coins, Pennants, and more.
Creating an ownable platform within the NFL, IMG (now 160/90) developed an industry-first approach to military appreciation through a league-wide “Salute to Service” platform.
USAA is the Official Salute to Service Partner of the NFL. A year-round effort to Honor, Empower and Connect our nation’s service members, veteran, and their families that includes Salute to Service Sponsorships, Activation, Talent, Content, Broadcast, In-Stadium, Employee Engagement, and Earned & Paid Media.
160/90 helps USAA lead the effort by creating and producing multiple league and team-specific Military exclusive events such as NFL style Boot Camps where Military across the country was given the opportunity to go through boot camp again, only this time taking part in the same drills that NFL rookies are subjected to while NFL players were in attendance to cheer them on.
A Denver Broncos Welcome Wagon where service members and their families going through a Permanent Change of Station were welcomed to their new base by Denver Broncos’ QB Case Keenum and WR DaeSean Hamilton.
Or watching former NFL Pro Bowl WR Vincent Jackson put to the test during a Navy SEAL-inspired training. NFL players are some of the most elite athletes on the planet. Navy SEALs are expertly trained to deliver highly specialized, intensely challenging warfare capabilities that are beyond the means of standard military forces. Can the former professional athlete rise to the challenge?
Salute to Service has grown to be the largest NFL calendar initiative over the last 9 seasons and we have helped USAA commit to another 6 seasons to continue to fuel it!
Art Direction & Design of Key Art, Event & Activation signage, Digital assets, Challenge Coins, Pennants, and more.
USAA’s NFL Salute to Service year-round program peaks at the Super Bowl every year with the USAA Military Appreciation Lounge at the NFL's Super Bowl Experience where military members and veterans got a chance to sit in on up-close interviews with NFL Players, legends and coaches such as Christian McCaffrey, Von Miller, Roger Staubach, and Ron Rivera then meet them for photos and autographs. Small scale sessions gave the quests a rare chance to ask questions and chat with the players during the photo ops.
Multiple NFL players were enlisted to donate Super Bowl tickets to active-duty military members and veterans and to meet with the recipients at the lounge.
In addition, currently serving military members were given the opportunity to watch the game with USAA hosted watch parties at various military bases both domestic and international.
Art Direction & Design of Event & Activation signage, and Digital assets.
USAA LIVE at the NFL Draft was an exclusive Draft experience for military members from a local Nashville military base that included a short concert with country music artist Chris Young, and an appearance by former NFL Player Joe Thomas along with access to the 2019 NFL Draft.
The experience provided USAA an opportunity to engage the local military in a market with no team access and to create an exclusive experience combining football and music in the heart of Nashville.
Art Direction & Design of Identity, Event & Activation signage, Digital assets, and more.
At the USAA House at Carolina Country Music Fest & KAABOO Del Mar, anything goes – festival attendees experienced a multi-level hospitality experience that provided fun interactive games, snacks, shade, and other amenities that kept their weekend going. Additionally, USAA House provided a memorable experience for military, veterans, and their families, featuring a breath-taking view of the second stage and entire festival grounds.
Military Appreciation Night
Haas Automation produces top-quality CNC (computer numeric controlled) machine tools that are used by racing teams from around the world competing in the highest level of motorsports.
As the Official Machine Tool of the first American led Formula One team in 30 years, Haas F1 Team, and two-time NASCAR Sprint Cup Champions Stewart-Haas Racing, Haas offers numerous hospitality experiences for their top performing sales team members and customers.
The goal: Create one of a kind experiences. By designing a high-level printed invitation suite including a full weekend itinerary and abbreviated evite to set the tone of those elevated experiences.
Invitations & marketing collateral design.
A collection of brand identities. Current, cut concepts, and/or no longer in use.
Photoshoot, Illustration & Packaging Art Direction
Illustrator: Mike Egan
Package Design: Michelle Lukianovich
Photographer: Pamela Littky
Art Direction / Graphic Design / Logo Design
Package Design & layout, Promotional Design, Tour Merchandise, Additional Design & Art Direction
Packaging Layout / Photo Retouching & Additional Design
Photo shoot - Art Direction, Logo Design & Additional Design
Photographer: Brigitte Sire
Photo shoot - Art Direction & Fashion Styling / Packaging Layout & Additional Design
Photographer: Ray Lego
Photo Shoot, Illustration & Packaging Art Direction / Graphic Design / Logo Design
Illustrator: Jonny Fenix
Photographer: Alicia Rose
Packaging Art Direction / Graphic Design
Band Photography: Ray Lego
Photography: Wallo Villacorta
Cover Design & Logo: Ed Sherman
Cover Art Direction & Logo Design / Packaging Co-Art Direction & Additional Design
Photographer: Joe Garrad
Art Direction / Graphic Design / Logo Design
Logo/ Packaging & additional Design
Photo Shoot / Packaging Art Direction & Additional Design
Illustrator: J. Matthew Root
Photographer: Ray Lego
