The AMERICAN Rodeo is a premier, invitation-only, seven-day event that takes place at the iconic Fort Worth Stockyards and AT&T Stadium, home of the Dallas Cowboys. This cutting-edge rodeo culminates in a Western Sports athlete winning a million-dollar prize in a single day. The week kicks off with Semi-Finals packed with daily concerts and fan zone events, leading to the Finals at one of the most electrifying venues in sports.

Over four seasons, I had the privilege of rebranding each event campaign and arena, along with redesigning the main logo. The scope of work included creating distinct designs for both the Semi-Finals and Finals, producing over 500 pieces of event and sponsor signage, program guides, credentials, concert staging, and broadcast graphics. The AMERICAN’s reach extended to RFD-TV, Rural Radio Sirius XM 147, and CBS Sports, bringing the excitement of Western Sports to a national audience.

As a huge Western Sports fan, this was a dream project—one I can proudly check off my bucket list. Working alongside an incredibly dedicated team, we made the impossible possible, and I’m damn lucky to call this my profession.