PepsiCo
FIFA World Cup 2026™
2026
Club Lay’s
I led the 2D graphic expression for Club Lay’s, PepsiCo’s FIFA World Cup 2026™ hospitality program, building one flexible identity across four host markets and every point in the guest journey.
Working alongside 3D, marketing, production, and fabrication teams, I carried the system from concept through final execution across environments, stadium hospitality, wayfinding, menus, collateral, motion, and guest communications.
- Role
- 2D Graphic Design Lead
- Client
- PepsiCo / Lay’s
- Markets
- New York, Los Angeles,
Atlanta, Dallas - Scope
- Brand systems, experiential, environmental, wayfinding, print, motion
One identity,
built to travel.
Club Lay’s needed to feel immediately recognizable in every city without becoming a copy-and-paste experience. I built a modular system around the Club Lay’s crest, Lay’s core graphic language, market-specific color, photography, typography, and a flexible set of compositions.
The framework could move from a lanyard or menu to a hotel takeover, stadium suite, or full environmental installation, giving each market its own character while keeping every touchpoint unmistakably Club Lay’s.
Designed for application, not presentation.
The toolkit was built to move cleanly from identity into production. Clear rules for scale, hierarchy, color, cropping, and composition helped teams adapt the system across arrival moments, signage, hospitality spaces, food and beverage, transportation, guest communications, and motion.
That discipline created consistency without repetition: a single visual language flexible enough for different venues, vendors, and formats.
One system.
Different cities.
New York, Los Angeles, Atlanta, and Dallas each brought a different pace, architecture, audience, and atmosphere. Market-specific palettes and image direction gave each expression its own character, while the crest, typography, and core composition rules held the full hospitality journey together.
Los Angeles
Across the Ritz-Carlton, Rose Garden, SoFi Stadium, and California Yacht Club, Lay’s yellow and crisp white carried through lounge spaces, food and beverage, signage, menus, tabletops, and scenic details.
Striped environmental graphics and branded service moments connected daytime hospitality, match day, and evening programming without flattening the distinct character of each venue.
Dallas
In Dallas, stronger contrast, larger-scale graphics, and warmer hospitality cues matched the energy of the Gaylord Texan, Chalk Talk, AT&T Stadium, and Dusk Lounge.
Wayfinding, food and beverage, stadium touchpoints, and evening programming all shared the same visual foundation, adapted to the scale and sports culture of Texas.
New York City
The New York expression extended the Club Lay’s system across the market’s hospitality journey, adapting the shared identity through market-specific imagery, color, and applications.