The Detroit Red Wings, an internationally recognized franchise, sought to create a state-of-the-art, multi-use arena that would redefine the fan experience in Detroit. Infinite Scale was brought in to develop the overall creative strategy, integrating wayfinding, signage, brand storytelling, concessions, and sponsor activations into a cohesive visual experience. This strategic approach helped Little Caesars Arena stand out as one of the most dynamic and modern venues in the country.
I played a key role in shaping the arena’s visual identity, leading conceptual development for branded environments, partner integrations, and exterior signage. In addition to designing graphics, I contributed to the production process by developing artwork and fabrication specs for key installations—including sponsor activations, concessions, and large-scale environmental graphics. My work helped ensure that every touchpoint within the arena felt immersive, cohesive, and true to the Red Wings' legacy.
