Hillwood Corporation’s launch of Victory Park, current site of the American Airlines Center sports arena, called for something a little lofty. I developed a concept  that overlaid each letter of the word “victory” atop one of seven photographs, each depicting an image of human achievement. My copy read as follows:

V – I – C – T – O – R – Y

It’s what pushes us to do what we didn’t think we could do. To raise the bar a little higher. And when we make it, we say to ourselves, ‘Yeah. This is what it feels like to be a winner.’ Now there is a place where we can go to relive that feeling. A place to celebrate the winner. Now there is a place where we can go to to feel a part of something big. A part of something unforgettable.