Major League Baseball set out to create an All-Star experience that felt as big and bold as Texas itself. Tasked with shaping the visual identity for this marquee moment, our team developed a creative system that celebrated the game's energy, diversity, and larger-than-life spirit. 

MLB needed a visual system that captured the excitement and scale of the All-Star Game while honoring Texas culture and community. The design had to elevate players as central figures, unify city-wide activations, and translate across venues, buildings, and fan touchpoints.

The All-Star brand came to life across Arlington, transforming Texas into a vibrant celebration of baseball’s biggest moments and brightest talent. Towering, building-scale graphics elevated players to heroic status, while a visual system of festive patterns and textures reflected the unique intersections of Texas culture and community. The result was a bold, unified brand presence that amplified the spirit of the game and energized every step of the All-Star experience.