X

For CrossOver Culture, I worked on a range of creative—email campaigns, social graphics, and ad assets—mainly focused on promoting their basketball sneakers. A big part of the push included campaigns tied to their partnership with Dick’s Sporting Goods, which meant the work had to hit both from a brand side and a retail angle.

We moved toward a style that felt more grounded in basketball as it’s played and lived—less stock, more sweat. The creative leaned into textures, moodier tones, and some bolder design elements that helped it stand out a bit more in the feed. Nothing too flashy—just a visual tone that felt more honest to the sport.

When I first jumped in, the visual identity felt dated—like something out of the mid-2000s. It didn’t really match the energy of the game or speak to their audience. I helped steer the look in a new direction—more raw, more street, with a little grit. The goal was to bring in some edge without overdoing it, just enough to make the brand feel current and connected to the culture around it.

From what I remember, the shift paid off. I was on a call where someone mentioned they hit over 100 sales in a week for the first time, which was a big deal for them. I can’t speak to the exact numbers, but it felt good to know the work was connecting and moving the needle in the right direction.