C H A L L E N G E
Following a $200MM+ renovations and change in venue management, the Baltimore Arena needed a new brand. To complicate things, the new name — CFG Bank Arena — isn't easy to say or inherently exciting.
O U T C O M E
We looked past the name to bring visual and typographic excitement to an arena with a storied past that deserved some love. After all, the arena opened in 1962 and played host to a wide array of amazing performers including Elvis Presley, The Beatles, James Brown, Parliament - Funkadelic, Al Green and more.
To reflect the revamped building, we created a visual system befitting this incredible arena. A system to signal a new era and update the arena’s brand. Emphasizing the "more" in Baltimore, our new visual identity system is built on the idea that CFG Bank Arena delivers more of everything people are looking for. And our client's view of the work? 'More Epic.
S C O P E O F P R O J E C T
Campaign identity system (including tagline)
Out-of-Home advertising (billboards, posters, digital marquees)
Wall Wraps
Social Media templates
Merchandise
ID badges
The repeating triangular shapes from the arena’s iconic roof inspired multiple support patterns and the distinctive graphic element within the main lockup.
CFG Bank Arena's new brand system also takes inspiration from the arena’s glass entry facade by using a flexible grid to organize complicated and sometimes unrelated information.
The use of a variable type family allows huge variety while still being cohesive. This choice is inspired by old concert posters and their overwhelming mix of typefaces, widths, and weights. Using a single variable typeface (Roc Grotesk) is an extremely simple way to allow for tons of variety.
Creative Direction: Todd Crisman, Winston Peraza
Design Lead: Russell Wadlin
Designer: Anna Tucker
Project Manager: Andrea Walker
Client Services: Amber Row, Chloe Hrdlicka