NFL Guide Series
Guide to the Bay (Super Bowl LX)
In Progress
Client: National Football League (NFL)
Services: Editorial Production, Creative Direction, Photography Coordination, Supplier Spotlights, Multi-Stakeholder Project Management
Series: Official NFL Guide Series (Ongoing Multiyear Partnership)
Overview: Creativity Justified maintains an ongoing contracted relationship with the National Football League to produce the official NFL Guide Series — a multi-city storytelling platform designed to highlight local small businesses, diverse suppliers, cultural landmarks, and community experiences tied to major NFL events.
Following our successful work on:
- NFL’s Guide to New Orleans (Super Bowl LIX) and
- NFL Draft: Guide to Wisconsin (2025)
We were selected again to produce the NFL’s Guide to the Bay, created in preparation for Super Bowl LX in the San Francisco Bay Area.
This edition showcases the vibrancy, diversity, and innovation of Bay Area businesses, with a particular focus on small, women-owned, minority-owned, and community-driven enterprises.
The Challenge
The NFL needed a comprehensive, accurate, culturally authentic guide that:
- Represented multiple Bay Area counties
- Featured dozens of small businesses across industries
- Coordinated photography, storytelling, and verification
- Aligned with NFL brand, editorial, and tech standards
- Integrated contributions from several teams: NFL Events & IT, 1Team Events, and the Bay Area Host Committee
The logistics spanned thousands of miles, dozens of businesses, multiple approval layers, and a fast-moving Super Bowl timeline.
Creativity Justified stepped in to own the entire editorial and creative production pipeline.
Our Approach
1. Editorial & Creative Architecture
We developed the structure and voice of the Guide, including:
- Section and county frameworks
- Business profile templates
- Storytelling flow
- Cultural and regional context pages
- Branded filler pages and editorial transitions
The result: a cohesive, polished, and NFL-compliant guide that still feels distinctly Bay Area.
2. Photography Coordination & Visual Standards
Creativity Justified managed all photography sourcing, direction, and integration.
Credits include:
- On-site photos provided by business owners
- Curated Unsplash images
- Bay Area Host Committee images
Our team ensured consistency across lighting, cropping, tone, and formatting while maintaining the authenticity of each business.
3. Multi-Stakeholder Alignment & Project Management
This Guide required close collaboration with:
- NFL Super Bowl LX Events & IT Leads
- Gina, Global Director of Event Technology (NFL)
- 1Team Events – for Fan Scan integration
- Bay Area Host Committee – for local coordination
Creativity Justified served as the central project hub — managing communication, approvals, asset collection, and version control.
4. Creativity Justified’s Production Team
The Guide to the Bay was coordinated and developed by CJ’s multi-disciplinary team, including:
- Tiana Watts – Lead Creative
- Alysha JeanCharles – Editorial Coordination
- Daisha Windham – Project Management
- Amaya Wiltz – Marketing Coordination
- Aletheia Brackett & K. Gaines – Creative + Production Support
Headshots will be included in the final website case study gallery as requested.
In-Progress Deliverables
- Final editorial sequencing and narrative polish
- “From the Editor” page authored by Carrita Tanner-Cloud
- Integration of AI-powered Fan Scan pages via 1Team Events
- Final photography layout and design proofing
- NFL’s final approval and export for distribution
Impact (To Date)
The Guide to the Bay continues to:
- Elevate visibility for local small and diverse suppliers
- Strengthen economic opportunity for dozens of Bay Area businesses
- Support the NFL’s commitment to supplier diversity and community storytelling
- Enhance the attendee experience for Super Bowl LX
- Expand Creativity Justified’s multi-year portfolio as the official producer of the NFL’s Guide Series
As part of our ongoing contracted partnership with the NFL, Creativity Justified is proud to produce the NFL Guide Series, shaping how the league highlights local culture, diverse businesses, and authentic community experiences.
The Guide to the Bay continues this legacy — delivering editorial excellence, cultural storytelling, and high-impact visibility ahead of Super Bowl LX.
Status: This case study will be updated upon final release of the Guide.
