Role: Design Director, TBWA\Chiat\Day

Some brands are recognized on a shelf.

Others become part of the culture.

Over the course of more than a year, Erik worked alongside Gatorade and PepsiCo to help evolve one of the world's most iconic sports brands. As Design Director at TBWA\Chiat\Day, he provided creative leadership across a comprehensive brand transformation that extended far beyond a logo, helping shape the identity, packaging system, advertising, retail environments, digital experiences, event activations, and branded merchandise into one cohesive brand ecosystem.

Working with a multidisciplinary team, Erik helped develop the iconic Gatorade "G" logo and identity, a custom Gatorade typeface created in collaboration with a type foundry, and a unified visual language that extended across every consumer touchpoint. The team also designed the now-iconic Gatorade sideline towel, branded coolers, the sideline brand presence seen across professional and collegiate sports, and Gatorade's NASCAR Winner's Circle, creating broadcast visible brand assets recognized by millions of fans around the world.

From concept through production, Erik worked directly with the client for more than a year, traveling regularly to PepsiCo headquarters in Chicago and overseeing press checks across the country to ensure every detail of the new brand system was executed with consistency and precision.

The result was a unified brand experience that transformed how athletes and fans interacted with Gatorade, creating a visual identity system that continues to define the brand today.

Behind the Work

Great brands aren't created overnight, and every project has a story.

In the video below, Erik shares the thinking, collaboration, challenges, and key decisions that shaped this work, offering an inside look at the creative process behind the final result.