All-Minnesota Sports Awards
The Minnesota Star Tribune has a rich legacy of sports reporting, and more recently a push to centralize their high school sports coverage under the sub-brand Strib Varsity. The All-Minnesota Sports Awards (AMSA) is an annual year-end celebration event honoring the best high school athletes, coaches and teams across Minnesota. From the Female Coach of the Year award, to the Difference Maker award, this 2026 event will take place at Allianz Field.
Designed as an extension of the Strib Varsity sub-brand, this direction borrows Strib Varsity's visual elements in a way that feels exclusive to the event. My role included designing the event identity and owning all deliverables start to finish, managing due dates and coordinating co-workers for support. Deliverables included digital signage displayed on the arena monitors, 300 attendee names featured around the arena's LED ribbon board, ID cards, program brochure, pop-up display signs, an athlete-exclusive merchandise collection, trophies for the winners in addition to all digital communications promoting the event.
Unfortunately, my time at the company ended before a few of the last deliverables were stakeholder-approved. What’s presented below is where the event/campaign was at upon my departure.
Associate Creative Director: Stevie Lacher
Senior Copywriter: Tim Walker
Designers: David Jaimes, Ian Babineau, Janet Xiong
The athlete exclusive merchandise collection was designed in collaboration with Ian Babineau. Our thinking was to keep the artwork simple and minimalistic, allowing me to expedite the apparel application process. Athletes would be able to browse the collection through Minnesota Star Tribune's online retail store.
