In keeping with the Super Bowl’s 50th anniversary, a common “golden” theme ran through this year’s NFL season. When TMG was charged with developing a concept and design branding for New Era Cap’s Super Bowl Gold Rush Party and Style Lounge event at The Battery in San Francisco, CA during Super Bowl weekend, we knew the direction in which to head. The big game’s Bay Area location and its “Gold Rush” history, along with the NFL’s golden season, inspired our creative elements. Our challenge was to incorporate and communicate the brand message into the existing décor elements at The Battery without overloading people with logos and products. Our materials took a subtle approach with a limited gold and black palette and subdued archival Gold Rush imagery in some backgrounds. In addition to highlighting New Era, we devised signage for several brands (such as Bose, Levi’s and Reddit) New Era invited to showcase their products over the weekend.