Brand: Lowe’s
Campaign: Make Your Space
Agency: Ten35

From its inception in 1933 to 1978, the Orange Blossom Classic reigned as the premiere post-season classic for historically Black colleges & universities. After 43 years, the OBC returned in 2021 to connect the HBCU community to Miami Gardens, increase the interest in HBCUs, and raise scholarship funds for participating schools.

In an effort to inform exceptional Black consumers of the interior design options provided by Lowes, the company asked Ten35 to design the experiential activation for the 2021 OBC.

Working in tandem with art director Crystal Cole, we ideated and designed the Lowe’s Tailgate House. Considering that the OBC sees two teams face off on the football field, we helped Lowe’s host an interior design-off between the two schools, featuring spaces designed by representatives from each of the two HBCUs. Apart from crafting copy for directional signage and social media posts, I was also tasked with persuading attendees to sign up for MyLowes, where they could find more design inspiration and see the entirety of what Lowe’s has to offer.