Leading the Creative Direction Behind Georgia Tech’s Court Redesign
Role
As Assistant Athletic Director - Brand, Content, & Digital Strategy, I led the creative direction and execution of Georgia Tech’s new basketball court design for McCamish Pavilion. I oversaw every phase of the project, from concept development and stakeholder collaboration to rollout strategy and content production.
Challenge
Georgia Tech’s previous court design relied heavily on the program’s signature gold color, which proved difficult to translate accurately through paint and lighting. The court’s aesthetic had grown dated, and the design lacked the clean, modern feel that aligned with the evolving Georgia Tech brand. The challenge was to create a design that felt fresh and distinct while staying true to the institution’s identity and performing well both in person and on television broadcasts.
Actions
I led a collaborative design process that balanced creative exploration with brand consistency.
Conducted visual research by analyzing collegiate, NBA, and NCAA Final Four courts for inspiration and industry trends.
Directed my team in producing over 20 design variations exploring different color palettes, layouts, and branding elements.
Compiled all concepts into a presentation deck and collaborated with senior administration to narrow down the options.
Met with head coaches from both men’s and women’s basketball to review and refine the final direction.
Shifted the design from a gold-heavy layout to one primarily featuring navy, providing stronger visual contrast and cleaner translation on court.
Introduced a new “Yellow Jackets” wordmark, created to complement the existing “Georgia Tech” baseline and further unifying the brand presence within the arena.
Once approved, I developed and led a content plan to capture the full installation process, producing photo, video, and drone assets for the official rollout.
Directed the launch campaign featuring both basketball programs across digital and social platforms.
Results
Delivered a modern, brand-aligned court design that elevated the in-venue and broadcast experience.
Strengthened brand identity by introducing a new “Yellow Jackets” wordmark still in use across platforms.
Generated strong engagement through rollout content featuring both basketball teams and behind-the-scenes installation coverage.
Enhanced fan perception of the Georgia Tech basketball brand through cohesive storytelling and premium visuals.
Impact
The McCamish Pavilion court redesign became a centerpiece of Georgia Tech’s athletic brand evolution, merging design precision with strategic storytelling. Beyond aesthetics, the project reinforced a unified brand identity that resonated with fans, athletes, and recruits alike. The new design showcased Georgia Tech’s innovation, attention to detail, and commitment to excellence—on and off the court.
