Frisco Economic Development Corporation

“A Culture of Unrivaled Performance”

As Lead Art Director for Frisco EDC, I led the development of “A Culture of Unrivaled Performance,” a brand platform built to attract top-tier corporate relocation and investment.

The challenge was clear: elevate Frisco beyond a fast-growing city into a must-consider destination for C-suite decision-makers. Historically known as “Sports City USA,” we repositioned Frisco as a city where that same drive for performance extends beyond the field and fuels a culture of innovation, collaboration, and business growth. This shift aligned with Frisco’s reality as a rapidly expanding, business-forward market attracting companies from around the world.

The solution was a bold, performance-driven narrative paired with a high-impact visual system designed to compete at the same level as the businesses it aimed to attract.

I oversaw the creation and rollout of a fully integrated campaign spanning national media, digital, experiential, and out-of-home placements, ensuring consistency and strength across every touchpoint.

The results were significant: $5.1B in capital investment secured, 80% of web traffic driven by marketing, and 900+ qualified leads in just four months.

The campaign earned a Silver ADDY Award and established a durable brand foundation for Frisco’s continued growth.