RIDE OR DIE
As a child, my brother and I would stay up late watching classic cars roll across the stage of a televised auction. We were captivated by the stories behind each vehicle—their history, unique details, and what made them so valuable. That auction was none other than Barrett-Jackson, a name that sparked my imagination long before I ever dreamed of working with them.
Fast forward to 2018, and I found myself at Barrett-Jackson’s Scottsdale headquarters, collaborating with their artists and marketing director. I had the incredible opportunity to contribute to one of the world’s premier car auctions. My work included designing cohesive event signage for Scottsdale, eye-catching billboards for their Florida auction, and even parking lot signage still used at their headquarters.
I also created intricate ticket sets, credential passes for VIP attendees, parking passes, and the slides displayed next to the auctioned cars—slides seen by millions on television, just as I had once watched in awe as a kid.
EV PARKING SIGNS
PULL UP BANNERS
NOTE: SOME ITEMS FLIP
PARKING PASS
"Respecting Legacy"
Driving Change
For clarity, the Barrett Jackson logo predates my involvement—the brand was already iconic well before I joined the team. My role was to ensure every new creation aligned seamlessly with the established style and strict guidelines outlined by the marketing manager. Leveraging Barrett Jackson’s extensive resources, I consistently adhered to brand cohesion while weaving in my own creative flair.
Yet, innovation thrives at the edges. A standout achievement was securing approval for my concept of car-shaped barcodes, which can be found on select tickets. Inspired by Coca-Cola’s inventive bottle-shaped barcode design, I saw an opportunity to push creative boundaries within Barrett Jackson’s strict framework. Today, uniquely shaped barcodes have become ubiquitous, but at the time, this design was a novel and groundbreaking addition.
GA
VIP
MUSCLE LOUNGE
SKYBOX
PASSES
