Big Bertha’s Bazaar
Client: University of Texas
Services Provided: Identity, Naming, Strategy
The Challenge
The University of Texas has one of the biggest football programs in that nation, attracting more than 100,000 people to campus every home game day. With an aim to create fan engagement and maximize an underutilized space outside Moody Center, Texas’ basketball arena, Big Bertha’s Bazaar was born.
The Strategy
To create a modern cowboy Western trading post pop-up experience that is unique to both the University of Texas and Austin as a whole, we designed Big Bertha’s Bazaar—a one-of-a-kind experience available only to Longhorn fans on gamedays offering unique products that cannot be found anywhere else locally.
In addition to developing a brand toolkit designed to establish a cohesive visual identity across all Big Bertha’s Bazaar elements, we delivered a range of branded collateral including signage for vendor cabanas, directionals, digital board graphics outside the Moody Center and weekly social and digital graphics featuring vendor products.
Results
Big Bertha’s Bazaar was held at six regular season home games as well as the first round of the College Football Playoff—and it was a rousing success. Gameday sales at the Moody Center team shop increased by more than 300% from 2023, while total sales exceeded $230,000 throughout the season.