Benny’s Pawn Shop Experiential Design

Role: Assistant Creative Direction and Design (Hello Amigo)
Team: Creative Direction: Armando Alvarez | Copywriting - Angie Kimmel | Development - Brandon Silverstein | Project Management: Analisa Silverstein

Overview

Benny’s Pawn Shop wanted to attract new customers away from competitors and convert them into loyal shoppers. The goal was to create a memorable, family-friendly experience that introduced Benny’s to the El Paso community in a fresh and engaging way.

the Experience

We designed a pop-up activation at a Chihuahuas baseball game called Shop ’N Swap, a live game where three lucky fans competed to win a one-ounce gold coin. The booth featured multiple touchpoints for fan interaction, including a prize wheel, coupon distribution, a “pot of gold” guessing game, and branded merchandise.

design contributions

I developed the full visual identity and event branding, including colors, typography, and iconography. My work spanned large-scale stadium banners, table runners, custom coins, flyers, gift certificates, t-shirts and promotional merchandise (pens, sunglasses, baseballs) to create a cohesive branded experience across every fan touchpoint.

Impact

The activation created buzz both in-stadium and online, positioning Benny’s as approachable and community-oriented. Over 2,000 fans engaged with the booth throughout the game, resulting in 500+ new customer sign-ups. The event not only introduced Benny’s to thousands of first-time shoppers but also strengthened brand awareness in a competitive market.