UPS SEMA Campaign
Bold new branding for careers that save lives
Role: Art Direction, Design
Platform: Print, Digital
Design Tools: Adobe Photoshop, Adobe Illustrator
UPS a regular sponsor of the UPS SEMA Show had a large presence at the annual conference held in Las Vegas, Nevada. In order to promote and give UPS a unique presence at the show, I collaborated with UPS Marketing stakeholders to produce set of brand materials to further solidify UPS as a large corporate sponsor of the show as well as give the brand a fresh look.
Project Overview
As a premier partner of the annual SEMA Auto Show, UPS enjoys high visibility and priority placement. To stand out in a visually competitive environment, UPS reimagined its brand presence with a targeted campaign designed to engage attendees and attract new clients within the automotive sector.
Creative Strategy: Urban Street Style
To resonate with the next wave of car culture enthusiasts, the campaign embraced an unapologetically urban aesthetic. Taking cues from inner-city expression, the concept leaned into bold graffiti styling, vibrant color palettes, and gritty textures to give UPS an unexpected visual edge. This direction positioned UPS as not only a delivery powerhouse—but a brand that moves with culture.
Design Execution
Typography & Texture: Hand-drawn letterforms with spray-paint drips and splatters introduced movement and energy, breaking from corporate polish to feel street-authentic and visually arresting.
Color Story: High-contrast colors ensured the brand would pop amid the sleek, high-gloss visuals typical of SEMA’s landscape.
Custom Tags: Four original graffiti-style tags were created to anchor the visual language of the campaign. These tags became central design elements across booth installations, large-scale signage, and promotional ads.
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