Matt Lupton Email & Phone Number

Colorado Springs, Colorado Area

Lead for USA Swimming Creative and Productions. Charged with setting the standard for content and creative across all channels, formulating the foundational structure of the agency, and putting people and assets in place to accomplish our goal of being the go-to content hub for all things related to the USA Swimming brand.Work with Partnerships Team to deliver event, video and creative content solutions for endemic (TYR, Speedo, Arena, Neptune-Benson, Omega) and non-endemic sponsors alike (Air Force Special Warfare, Marriott, Toyota, Xfinity, Phillips 66, Milk PEP, Golden Road Brewery), resulting in long-term partnerships.Produce lifestyle and sport-specific content crafted to showcase our athletes, while allowing for either turn-key or custom content creation for partners integration.Oversee the production of sponsored OTT on-deck pre-and-post-event shows, lifestyle video content feature series plus all internal social, sizzle and sponsor video productions.YOY averages for live on-deck video (Deck Pass Live presented by Xfinity) saw: • 188% increase in views• 159% increase in watch time hours• 84% increase in subscribers• 107% increase in revenuePrepared all visual branding assets for the 2020(2021) U.S. Olympic Team Trials- Swimming in Omaha, NE, including the competition venue in its entirety, along with: USA Swimming Aqua Lounge (fan experience event) and USA Swimming House (VIP-exclusive areas and fan experience). Concepted and created all visual assets for in-venue static and digital signage for each activation, with sponsor-specific standards.Created and implemented the look of the 2020(2021) Olympic Swimming Team uniforming with Arena USA, and coordinated the uniform reveal video to coincide with retail launch.Created and oversaw re-branding for 20 individual Local Swim Committees, complete with logo assets, font usages, colors, style guides and brand standards to help unify the entirety of the USA Swimming brand.

Colorado Springs, Colorado Area

Led the internal design team and established the extension of USA Swimming visual assets in regards to all phases of events, marketing and partnerships. Created, cultivated, and standardized the visual branding of all USA Swimming properties and programs. Deployed creative across multiple design disciplines, while supporting core business objectives to build the base, promote the sport and achieve sustained competitive success. Conceptualized, coordinated and implemented several large-scale marketing campaigns over multiple years, designed to both retain and increase membership. Base video components alone garnered over 3 million views on YouTube, and resulting membership increases saw YOY gains through 2019.Oversaw and created all major event identity packages for national USA Swimming events, with unifying brand standards to maintain visual integrity across all levels of competition (Sectionals, Juniors, and Nationals), while allowing seamless partner logo integration. Oversaw and created all identities and final assets for USA Swimming non-competitive events, including USA Swimming Convention, and the Golden Goggle Awards.Unified and standardized all USA Swimming RFP, internal presentation and external pitch decks, customizing specific activation ideas and concept illustrations/mock-ups to each target audience.Editorial design, content creation and output of USA Swimming’s Splash Magazine (circulation 350,000).

Colorado Springs, Colorado Area

Conceptualized and implemented a visual overhaul of USA Swimming, including the creation of the USA Swimming Shield logo which is still in use today. Worked within the Business Development Division to standardize all aspects of USA Swimming’s new identity and style across the entire organization.Oversaw intern designer and full-time graphic design staff, as well as multiple outside vendors, consultants and freelancers.Created and implemented standard venue signage plans, tailored to each level of competition, while integrating sponsor assets. Designed National team uniforming elements, specific to each international event, with a special emphasis on the U.S. Olympic Swimming Team.Concepted and produced all visuals for internal and eternal branding campaigns, developing all final campaign assets, including copy writing.Produced standard identity packages for USA Swimming domestic events, with individualized styles for each event. Deployed standard manuals for each event, coordinated with multiple vendors to assure output accuracy.Designed and implemented full identity packages for the U.S. Olympic Team Trials (2000, 2004, 2008, 2012).Established a first of its kind cataloging system for the creative assets of USA Swimming.

Colorado Springs, Colorado Area

In-house editorial designer for Splash magazine (circulation 280,000), which was and still is the flagship publication of USA Swimming.

Columbus, Georgia Area

In-house graphic designer tasked with all print collateral, identity/logo design for multi-unit luxury apartment complexes.

Columbus, Georgia Area

In-house print shop graphic designer responsible for quick turn and large-scale print designs. It was an exceptional introduction to getting the screen to match the printed page – lessons that still serve me well to this day. There are stories from this job - oh the many, many stories. Happy to share them with anyone who's read this and wants to hear about the angry print client and the truck of decoy boxes.