To build excitement for the Detroit Lions' highly anticipated 2024 NFL season, we designed a bold and inspiring Cadillac wall billboard in Metro Detroit. Coming off a strong 2023 season, the goal was to unite and energize fans with impactful typography and copy that embodies the unwavering loyalty and passion of Lions fans.

After exploring over 100 design concepts, senior leadership chose a direction centered around powerful messaging and strong, clean typography. The final design features rallying statements like "There Are Football Fans And Then There Are Lions Fans" and "This is our year," reinforcing the city’s deep-rooted belief in their team. The result is a visually striking and emotionally charged piece that captures the spirit of Detroit’s die-hard fanbase.