Headquartered in Atlanta, AMB Sports + Entertainment (AMBSE) is the parent company of the NFL’s Atlanta Falcons, MLS 2018 Cup champion Atlanta United FC, the state-of-the-art Mercedes-Benz Stadium, America’s largest golf retailer PGA TOUR Superstore, and newly formed investment fund, AMBSE Ventures.

Presented are the logos of select public and internal facing brand identities and intiatives of AMBSE that I was tasked by executive leadership in designing from concept to completion from 2018 - 2021.  

Public facing brands

AMBSE Ventures, a subsidiary of AMB Sports and Entertainment, is an investment fund foundationally rooted in AMBSE’s organizational core values and entrepreneurial spirit, which have driven numerous fan-friendly innovations in the industry while growing enterprise value.

Tasked with achieving a sleek and athletic look that would stand out against other venture funds, the resulting mark expands on the shape found within the AMBSE logotype–representing a path to success.

One of only two designs pitched–successfully getting every round of executive approval with no changes.  

Democracy Class Atlanta is a first of its kind effort that leverages the power of professional sports teams and entertainment venues to provide students with information and resources to engage and celebrate the civic process. The new initiative conducted between Rock the Vote, Atlanta Public School, AMB Sports and Entertainment, and the New Georgia Project launched during 2021.

Tasked with achieving a look that would resonate with youths while promoting civic culture, a direction toward a lifestyle feel with Atlanta vibes was taken.

Internal facing initiatives

Lead By Example is a recurring internal initiative of AMBSE that encourages all Associates to participate in their civic right and duty–voting. All associates are given a half day of paid time off whenever they cast their ballot.

Tasked by leadership members of the Associate Communications department to craft a design that would evoke a sense of patriotism and leadership across all the businesses of AMBSE.

Learning Central is an associate initiative  of the HR Department at AMBSE that serves as an easily accessible hub of information and resources for all Associates through virtual workshops and the Workday app–providing a destination for corporate learning opportunities and clarity on employee benefits and business practices.

Wellbeing is an ongoing initiative of the HR Department at AMBSE that provides the components toward achieving mental and physical health for all Associates, through guest speaker workshops, annual activations and weekly communications on tips and resources useful in and out of the workplace.

The Westside Ambassadors Program is a youth-focused employability skills training and job internship program for Westside high school students operated by Mercedes-Benz Stadium.

Tasked by leadership within The Arthur M. Blank Family Foundation to execute the program's official logo, a scholastic yet athletic approach was taken with success.