Curastory + PAC-12

When agency collaboration turns branded content into memorable moments and turn spectators into active participants.

Curastory + PAC-12 design element: Blue outline of a blast shape
Large billboard featuring a football player in uniform, holding a football, with the words "CURA STORY" on the right side. Text below lists special guests from UCLA and sponsors at the bottom.

The goal: create a live environment where storytelling, fandom, and sport could exist in the same conversation.

Brand strategy
Ambient advertising
Content Creation
Experiential event
AGENCY PARTNERSHIP
Curastory + PAC-12 design element: Yellow lines in a semi-circle shape. 
The Brief

The experiential marketing house, The Mad Hattar, reached out to collaborate on a series of events for the PAC-12 college football games. The goal was to create a space for college athlete influencers and their fans to interact, get a peak behind the scenes, and try out the latest from game  sponsors.

Curastory + PAC-12 design element: Green squiggle line loosely coiled 
THE Challenge

Most brand partnerships play it safe with logos everywhere and zero substance.

This collaboration needed to be:

  • Authentic to the PAC-12 community

  • Aligned with the PAC-12’s cultural reach

  • Experiential and not performative

If it felt forced, it failed.

Animation of the Oogubi color palette designed by Brand-ish LLC
Colorful graphic with the logo "CURASTUDIO" repeated three times in bold text, in yellow on pink background, in blue on orange background, and in pink on purple background. 
Our Approach

We designed the experience around the athletes and their fans, not branding.

  • Built a flow that encouraged camaraderie, playful interaction, and shared moments

  • Balanced brand visibility, using Curastory branding as an anchor for this collaboration, along with identifiable interactive storytelling that fans identified with

Nothing existed just to be seen. It existed to be fully experienced.

Curastory + PAC-12 design element: A sketch-style drawing of a circle that overlaps.
Curastory + PAC-12 design element: A sketch-style drawing of a circle that overlaps.
Two digital posters for CuraStory. The left poster, titled "The Creative Gallery," features a football player in a red uniform, with bold yellow text. The right poster, titled "Discover," shows a football scene with players, with bold turquoise text.
Two hands holding a colorful event ticket for Curastudio, featuring details such as date, time, and location, with a black background.
Yellow promotional poster for an event at The Creative Gallery, hosted by Curastory, with special guests from UCLA and other locations, and sponsors Tissot, UBS, Qualcomm, and Bose, featuring an image of an athlete in a helmet and jersey.
A laptop displaying an event invitation for a private event at Curatory Clubhouse, featuring a player in a football helmet.
Event poster for a private event at Curastudio featuring a football player in uniform and helmet, with special guests from UCLA and sponsors including Bose, T-Mobile, UBS, Aflac, and Wilson.
Digital poster promoting a football fan event with a football player in action and event details about joining after a big game with limited tickets at the tailgate.
Curastory + PAC-12 design element: a pink curved arrow pointing to the right.
A promotional poster featuring an American football game scene with two players in action. The background has a pink and black color scheme with the text 'CURASTUDIO' and details about a private fan experience and booth at the tailgate. The bottom includes logos of sponsors.
Large city billboard advertising an event at The Creative Gallery featuring a football player in uniform. The billboard includes the text 'Join us for a private event,' with details about guest speakers from UCLA and Utah, and is hosted by Bose and Tissot.
Digital illustration animation of football players holding a football, wearing a helmet and uniform, against a bright green background.
Curastory + PAC-12 design element: a pink squiggle line loosely coiled.
Black and white chalkboard with mathematical equations and formulas written on it.
Curastory + PAC-12 design element: a pink curved arrow pointing to the right.
Curastory + PAC-12 design element: Orange outline of a blast shape
Curastory + PAC-12 design element: Blue lines in a semi-circle shape.

“Nicole, Amber, and their team are so knowledgeable and a breeze to work with! Nothing is impossible for them.”

- Rania, The Mad Hattar

You may also like:

Oogubi logo over an image with a vendor dressed as a witch with green face paint and a black hat, surrounded by children at an Oogubi Wonderland event with a Halloween theme.

Oogubi

Three Quontic employees looking at a computer screen in the Quontic Bank Miami office, with one person seated at a desk and two others standing behind them, near a window with sunlight coming through.

Quontic Bank: Miami

Four young adults sit around a wooden table, engaging with a tablet and each other, smiling and having a lively conversation in a cozy indoor setting with a white brick wall background.

Upwave