When the Philadelphia Eagles meet the New England Patriots in Super Bowl XXXIX, everyone knows that schools like LSU and Florida will be well-represented. What most people do not know is that Loyola University New Orleans will be an even more visible presence in Jacksonville, Fla.
Molly Mazzolini, A’96, and her design company, Infinite Scale Design Group, beat out seven other companies to design the “look” of this year’s Super Bowl.
The NFL contacted 10 design groups in the summer of 2004 for the project. Eight teams responded. The field was narrowed down to four teams who had to present their proposals in July to the Super Bowl Committee and to the NFL in Jacksonville.
Mazzolini, a marketing major at Loyola, said that the company prepared a 65-page proposal. It became obvious that the NFL and the Super Bowl Committee were impressed by Infinite Scale’s presentation, according to Mazzolini.
“They called us less than an hour after our presentation to let us know that we were selected,” Mazzolini said.
In April of 2002, Mazzolini, along with Amy Lukas and Cameron Smith, founded Infinite Scale. Mazzolini is the marketing director for Infinite Scale. Lukas and Smith are the principal and creative directors for the group.
After graduation from Loyola, Mazzolini worked as a media relations and public relations assistant in the athletics department at the University of Kentucky. She then moved to Salt Lake City, where she was in charge of the brand management department for the U.S. Olympic Committee for the 2002 Winter Olympics. This entailed helping sponsors and suppliers with the Olympic logos and language on different marketing and promotional campaigns, which totaled over $500 million.
In a Super Bowl XXXIX press release, Smith said, “This project allows us to show the depth of our capabilities in a way that only an event such as the Super Bowl can highlight.”
After a well-deserved celebration, the Infinite Scale team began to create designs for Super Bowl XXXIX that would capture the essence of the Super Bowl.
“Once you take away the commercials, celebrities and other various Super Bowl attractions, this is just a football game, and that’s what the NFL wants the fans around the world to see,” Mazzolini said.
The Infinite Scale Design Group created its Super Bowl concept based on the local community of Jacksonville, according to Mazzolini.
“We wanted to focus on the energy of the community, the fans and the players,” Mazzolini said. “The blue represents the water around Jacksonville, and the warm colors represent the warmth of the sun and the overall energy of Jacksonville.”
The Florida Union-Times reported that first-time Super Bowl host Jacksonville stands to gain $300 million dollars from Super Bowl XXXIX. Jacksonville is the third city in Florida to host a Super Bowl, following Miami and Tampa Bay.
Infinite Scale Design Group’s Super Bowl logo will cover Alltel Stadium, the teams’ hotels, the Jacksonville International Airport, four private airports, the NFL headquarters hotel, the media center and several other sites in Jacksonville.
Mazzolini said she loves the fact that she is able to combine her love of marketing with her love of sports.
“To be able to combine all of those things is a dream come true,” she said.
Ryan Saucier can be reached at [email protected]
