Designing the Fan Journey: Prizum Creative’s Work with VisitPITTSBURGH for the NFL Draft

In partnership with VisitPITTSBURGH and their PicksBURGH brand, our team had the opportunity to help shape how that experience came to life, both for the hundreds of thousands of fans navigating the city and for the local businesses preparing to welcome them.

From street-level wayfinding to local business and partner toolkits, this project was about more than design. It was about creating a cohesive, accessible, and distinctly Pittsburgh experience at every touchpoint before, during, and after the Draft weekend.

Supporting Local Partners at Scale

As Pittsburgh businesses geared up for the Draft, we worked closely with VisitPITTSBURGH to develop a comprehensive Partner Toolkit designed to make participation in the Draft feel seamless, consistent, and on-brand.

Physical Partner Toolkit

Each partner received a branded canvas tote filled with ready-to-use materials, including:

Large window cling posters
Medium posters
Small posters and flyers
Tabletop signage

These pieces were designed to help businesses show their connection to the Draft while maintaining flexibility for different spaces and storefronts.

Digital Partner Toolkit

To complement the physical materials, we created a fully integrated digital toolkit accessible via QR code included in each tote.

Partners could easily download graphics tailored for:

Social media
Email marketing
Website updates

This ensured businesses could extend their presence beyond their physical space and connect with fans before, during, and after their visit.

Digital Resource Guide

We also developed a comprehensive digital publication to help partners feel informed and confident in how they showed up during the Draft.

The guide covered:

What the Draft is and what PicksBURGH represents
Guidelines for NFL Draft messaging and language
Best practices for social media and web readiness
Insights into fan behavior and expectations
Promotional opportunities and additional resources

The goal was simple: empower local businesses with the tools and knowledge to make the most of a once-in-a-generation moment.

Creating a Connected Fan Experience

With events spanning both Point State Park and the North Shore near Acrisure Stadium, the Draft footprint naturally reflected Pittsburgh’s geography (bridges, rivers, and all). Our role was to help make that journey intuitive, engaging, and memorable.

Wayfinding & Environmental Design

We developed a system of materials that guided fans along the pedestrian route, including:

Sidewalk stickers to reinforce that visitors were on the right path
Pocket maps for easy, on-the-go navigation
Large-scale maps installed on windows and building exteriors
Street pole banners and additional environmental graphics

Landmark Installations

To elevate the experience beyond navigation, we introduced elements that invited interaction and discovery:

Interactive art trusses where fans could sign their names and leave their mark
Wayfinding cubes placed throughout the route to highlight key destinations
H-frame installations featuring maps, sponsor recognition, and QR codes to digital resources
Photo backdrops designed to create shareable, branded moments

These pieces helped transform a walk across the city into an experience fans could engage with, physically and digitally.

Extending the Brand Experience

Beyond the streets and storefronts, we also supported additional branded elements that contributed to the overall cohesion of the event, including:

Volunteer t-shirts
Volunteer hats
Collectible pins

Each touchpoint played a role in reinforcing the PicksBURGH identity and creating a unified look and feel across the entire Draft experience.

A Citywide Effort At Record Scale

What makes this project especially meaningful is the scale and the impact. With record-breaking attendance, Pittsburgh showed up in a big way. And we’re incredibly proud to have contributed to the literal footprint of that experience, helping guide fans through the city, support local businesses, and bring the energy of the Draft to life at every level.

Check out the full gallery of photos from the weekend!