n sports, game day excitement begins long before kickoff. It starts in the streets, in the stadium atmosphere, and often with the visuals that define the team’s identity. For the Jacksonville Jaguars, one of the most creative traditions tied to fan culture is the DUUUVAL Designs Local Artist Game Day Poster Series—a project that transforms football Sundays into a celebration of local art, community pride, and Jacksonville culture.
More than just promotional prints, these posters have become collectible pieces of Jaguars history. They represent the spirit of the city, the voice of local creators, and the emotional energy of game day.
The Jacksonville Jaguars’ official DUUUVAL Designs series features a new poster for every home game during the season, created by artists from the Jacksonville community. Fans can pick up these limited-edition posters in the Fan Entertainment Zone starting three hours before kickoff, and many are signed by the featured artist on game day itself.
This makes each poster more than merchandise—it becomes a memory.
What “DUUUVAL” Really Means
To understand the importance of this series, you first need to understand one word: DUUUVAL.
It is more than a chant.
“DUUUVAL” refers to Duval County, home of Jacksonville, and it has become the emotional rally cry of Jaguars fans. It represents loyalty, local pride, and a sense of identity that goes beyond football. It is shouted in the stadium, printed on merchandise, and embedded into the team’s culture.
The poster series captures that exact energy.
Every design reflects not just the Jaguars as a football team, but Jacksonville as a city—its colors, neighborhoods, creativity, and personality.
Spotlighting Local Artists
One of the strongest aspects of DUUUVAL Designs is its commitment to local talent.
Rather than relying only on traditional sports branding, the Jaguars give artists from different backgrounds a chance to visually interpret the team. Graphic designers, muralists, illustrators, painters, and mixed-media artists all contribute to the series.
Artists featured in recent seasons include Rade Stjepanovic, Farrah Milan, Chris Hsu, Tiff Urquhart, Ralph Sagrott, Nikki Rakov, and many others. Their artistic backgrounds range from digital illustration and publishing to street murals, fine art, and festival branding.
This diversity creates something special: no two posters feel the same.
Each artist brings a personal style to Jaguars fandom.
Some posters are bold and aggressive, featuring strong typography and sharp geometric compositions. Others feel painterly and expressive, using color and texture to create emotional storytelling. Some lean into retro sports aesthetics, while others feel like gallery-worthy contemporary art.
The result is a collection that feels alive.
Football Meets Fine Art
Traditionally, sports posters focus on hype: big player photos, dramatic slogans, and loud branding. DUUUVAL Designs takes a different approach.
These posters feel curated.
Instead of simply promoting a game, they create artistic interpretations of what game day feels like. A jaguar may be represented through surreal illustration. Stadium lights might become abstract patterns. Team colors transform into visual storytelling rather than simple decoration.
This makes the posters appealing not only to football fans but also to collectors and design enthusiasts.
Some fans frame them at home. Others trade them like rare memorabilia. Over time, they become visual archives of Jaguars seasons.
The poster says: “I was there.”
The 2024 and 2025 Collections
The 2024 and 2025 editions continued expanding the identity of the series.
In 2024, artists like Nathaniel Deas brought psychedelic, hand-drawn poster traditions into the sports world, while Aya Kusumoto introduced playful, design-forward illustrations influenced by music, food, and Jacksonville culture. Brook Page added vibrant nostalgic painting styles, while Justin Mencini contributed his signature sculpted relief-inspired artistic perspective.
In 2025, the program continued with creators like Farrah Milan, a self-taught Jacksonville artist known for lifelike paintings, and Chris Hsu, a classically trained digital illustrator with credits in publishing and animation. Tiff Urquhart brought a bold contemporary voice shaped by environmental and social activism.
This evolving artist roster keeps the series fresh every season.
Fans never know what visual style will arrive next.
Expanding Beyond Jacksonville
The DUUUVAL Designs concept has even expanded internationally.
The Jaguars’ strong presence in London games inspired a UK version of the program, where artists were invited to design the official Week 7 Game Day Poster for Wembley matchups. Selected creators had the chance to see their design printed, celebrated, and signed at the game as part of the season-long series.
This shows how the project is no longer just local marketing—it has become part of the franchise’s larger cultural identity.
Art travels with fandom.
Why This Series Matters
In modern sports, branding can often feel repetitive and commercial. DUUUVAL Designs stands out because it feels personal.
It gives artists visibility.
It gives fans something meaningful to collect.
It gives Jacksonville a stronger voice.
Most importantly, it proves that sports culture and creative culture are not separate—they belong together.
Football is emotion, and art translates emotion.
That is why these posters matter.
They turn every home game into an exhibition. They remind fans that loyalty can be visual. They make the Jaguars not just a team to support, but a city to represent.
Final Thoughts
The Jacksonville Jaguars Local Artist Game Day Poster Series is one of the most thoughtful examples of sports-meets-design in the NFL.
DUUUVAL Designs is not just about posters.
It is about storytelling.
It is about giving local artists a stadium-sized platform.
It is about turning fan identity into visual culture.
And most of all, it is about making sure that when fans leave the stadium, they take home more than a final score—they take home a piece of Jacksonville itself.
That is the true power of design.
That is DUUUVAL.
