Tasked with a full brand activation for Modelo's Houston Texans partnership, I built the experience around a vintage tattoo parlor where fans left with temporary tattoos carrying both marks. The look pulled from classic American tattoo shop signage, from ornate hand lettering to the gold leaf flourishes of an old parlor window. That reference became the Modelo Tattoo Studio Houston Texans lockup, the ornamental centerpiece the rest of the space was built around.
The lockup anchored one of two 10-by-10-foot backwalls, set against a custom Modelo blue wood texture designed to read like the side of an old shop. A Modelo and Houston Texans lockup held the opposite wall, closing the room in as one environment rather than a collection of branded surfaces.
For giveaways, I designed a custom football jersey and matching jersey-shaped koozie. The jersey uses navy with gold and white sleeve stripes and Modelo across the front, with the koozie reducing the same silhouette down to a can. Of everything in the space, it became the piece fans wanted to take home.
