Highmark × NFL Draft

A city-wide brand experience for one of Pittsburgh's biggest events.

Highmark Health partnered with The Gush Company to transform its headquarters into a memorable destination during the 2026 NFL Draft. Through experiential branding, environmental graphics, wayfinding, and large-scale activations, the experience connected football, community, and wellness while helping Highmark stand out during one of the country's biggest sporting events.

Client: Highmark Health
Commissioned by: The Gush Company
Role: Environmental Branding • Experiential Design • Art Direction • Production
Deliverables: Wayfinding • Building Graphics • Banners • Walkway Signage • Environmental Graphics

The Challenge

The NFL Draft attracts hundreds of thousands of fans, creating a highly competitive environment for brands seeking attention. The challenge was to develop a distinctive experience that would stand out within the event while reinforcing Highmark's commitment to community health and wellness.

The Concept

The creative platform centered around the idea of "Blue"—drawing inspiration from Highmark's signature brand color, the principles of Blue Zones, and Pittsburgh's connection to Andy Warhol. As the NFL Draft embraced a bold pop-art aesthetic inspired by Warhol's work, the experience leveraged vibrant color, oversized typography, and expressive graphic elements to create a memorable fan destination. Health-focused messaging such as "Healthy Obsession with Football," "Pick Your Health First," and "Health Is Your Home Field Advantage" were brought to life through dynamic environmental graphics that connected football fandom with everyday wellness.

The Execution

The experience came to life through a comprehensive environmental graphics program that included building graphics, banners, wayfinding, walkway signage, and interactive brand activations. Every element was designed to create a cohesive experience that guided visitors through the space while reinforcing the Blue Zone concept.