The challenge was to translate Michelob Ultra’s partnership with the NBA into a set of merchandise and branded touchpoints that could live naturally within the event experience, reinforcing the brand’s “Superior Access” platform while connecting with basketball culture in a premium, social and highly visible way. My role focused on developing visual proposals for event merchandise and branded objects, including bar assets, table pieces, cushions, illuminated elements and interactive basketball-inspired pieces. The goal was to create a cohesive system that extended the brand beyond traditional signage, turning functional objects into memorable brand moments for guests. The proposal balanced Michelob Ultra’s clean, elevated visual language with the energy of the NBA, creating pieces designed to feel integrated into the space, useful for the experience and desirable as part of the event atmosphere.