Nestlé USA
Essentia Water x Barclays Center: 360° Brand Activation
As lead designer for Essentia Water’s high-profile partnership with the Brooklyn Nets, I developed a comprehensive visual system that translated across in-arena, retail, social, email, and OOH. This included art direction for the player tunnel arrival moment, in-store takeovers, digital assets, and custom campaign extensions to reinforce brand presence across the full consumer journey.
Role: Lead Designer, Concept Development + System Execution
Contribution
Creative Direction: Led design from concept to rollout, aligning stakeholders across brand, marketing, and shopper teams
System Thinking: Built a cohesive identity across digital and physical touchpoints, ensuring visual consistency from tunnel graphics to endcap signage
Retail & OOH: Developed POS kits and NYC
out-of-home placements to amplify awareness and in-store conversion
Digital Assets: Designed social media, email, and web banners optimized for performance across platforms
Cross-Functional Collaboration: Partnered closely with strategy, sales, and commercial leads to ensure activation hit both business and creative KPIs
Player Arrival Path Graphic Exploration
In-Store POS
Social
Web
Impact
Elevated Essentia’s brand presence with Brooklyn Nets fans through a first-of-its-kind arena integration
Created a scalable asset toolkit now used as a model for future partnerships
Boosted in-store shelf visibility and aided in securing premium retail placements post-activation