A few things about how I think...
I get it. I really do. I believe "culture eats strategy for breakfast" (-Kevin Plank) and I have the research to prove it. I was very fortunate enough to be asked to speak at South By Southwest in 2016 and talked about this as it relates to design, fandom, apparel and influencers.
While leading design over a decade in sports and entertainment, over the past 5+ years I have been tasked with bringing an annually, sometimes multi-annual print, digital, TV & radio broadcast campaign to life by having an in-depth understanding of how each form of media speaks to a different subset of audiences and how each platform can be driven for a strategic purpose. By first understanding the pulse of our core demographics and then working closely to plan media, this two-punch combo is a key element in capitalizing on the integrated effectiveness that each media vehicle has on one another. A pivotal ingredient in transforming a great creative campaign into a strategic visual operation. One that begins to tell a story from the living room screen and is then supported by the social second surface. From the every day commute to the moment of entry into the venue environment, and then subconsciously channeling a collective excitement which ultimately hits the pinnacle when a fan stands to their feet and engages in the interactive in-game/event experience - even further continuing to influence the journey home through takeaway and retail materials. This allows us to speak not only to consumers, but to circles of influence and multi generations…because I believe that it all matters, at every stage. Through my hands-on involvement in every media platform, I have driven a team of extremely talented creators to unite under one vision, assembling a unified visual language, combined with one communicated voice. Each making the other stronger and holistically changing the way our brand affects a fan culture and manifest a brand lifestyle. Through this creative orchestration we have been able to shape fan behavior - ultimately impacting and reaching marketing and sales goals year after year, regardless of the product on the field. It is all about the positioning and emotion. This is how we are defining a culture.
SXSW Sports Speaker // Fashion Over Fandom: Design & Style Driving Sales
Major Level Creative CONNECT | Pro Sports Design Conference // Creator // Founder
Huddle Design Co. // Creative Strategy & Design Consulting // Founder
Houston Astros // Creative Director & Marketing Strategy
Houston Dynamo // Senior Creative Designer & Marketing Lead
Fusion United // Creative Development // Co-Creator
Houston // Visual Communication Studies
Makers of Sport Podcast // Episode 42: Chris David Garcia, Creative Director, Houston Astros; Founder, MLC Connect