Diamond Sports, DICK'S Sporting Goods

For Diamond Sports, I focused on shaping the visual journey through the department, using graphics and storytelling to support customer flow, product discovery, and intuitive navigation. Elevated end caps created anchor moments pairing featured products with layered graphics inspired by the gear itself, inviting athletes to pause, interact, and explore. Carefully curated photography and visual cues help athletes identify products by sport, age group, and league, while some pro imagery brings that energy of the game. Together, these elements help make a complex assortment feel approachable and engaging