The Atlanta Hawks partnered with Infinite Scale to reimagine the wayfinding and signage system in their newly renovated arena. Drawing inspiration from the arena’s architectural updates and the Hawks’ brand identity, we developed a sleek, modern signage system that seamlessly integrates with the space. Elegant finishes, layered branding elements, and passive wayfinding details create a visually cohesive and highly functional experience for visitors.
As the lead designer on this project, I worked closely with the client and architects to develop a signage and wayfinding system that balanced aesthetics with functionality. Beyond navigation, I helped weave the Hawks' ‘True to Atlanta’ narrative into concession branding and integrated sponsor activations throughout the arena, enhancing both fan engagement and brand presence.
