Environmental branding · Experiential design
Highmark× NFL Draft
Pittsburgh's first pick
for health.
Overview
A city-wide brand experience for one of Pittsburgh's biggest events.
Highmark Health transformed its Pittsburgh headquarters into a destination during the 2026 NFL Draft. Environmental graphics, wayfinding and large-scale activations connected football, community and wellness across the experience.
From the building façade to interior photo moments, every touchpoint gave Highmark a clear, ownable presence during one of the country's biggest sporting events.
The Challenge
In a city filled with football, the brand still had to break through.
The NFL Draft draws hundreds of thousands of fans—and an equally crowded field of brand messages. Highmark needed a distinctive experience that could command attention while reinforcing its commitment to community health and wellness.
The Concept
It became the destination.
The platform connected Highmark's signature blue, the principles of Blue Zones and Pittsburgh's relationship with Andy Warhol. Pop-art color, oversized typography and health-minded football language turned the headquarters into a bold, unmistakably local fan destination.
The Brand System
Football. Wellness.
Pittsburgh.
A shared library of football, wellness and Pittsburgh icons connects the campaign. Highmark blues anchor the palette, while orange and teal add contrast across modular graphics and environmental applications.
01 / Typography & Color
Sofia Pro Bold
Primary Palette
Highmark Accents
A clear typographic voice, grounded in Highmark's blue.
02 / Icon Library
Football, movement and healthier living, connected to Pittsburgh through its bridges.
03 / Art Direction
The Execution
One visual language. Across an entire city block.
Building graphics, banners, wayfinding, walkway signage and interactive moments worked as one connected system. The experience guided visitors through the space while keeping the Blue concept visible at every scale.
The Experience
A branded backdrop became a place for fans to make the moment their own.
The Result
Built for draft week.
Designed to live beyond it.
