Professional Sports Qualifications
Featured On the Hit Show
Halas Hall
LOCATION
Lake Forest, IL
SERVICES
Experiential Graphics
Recognition Displays
Storytelling Displays
Digital Experiences
Content Curation
Wayfinding Signage
HOK’s Experience Design (EXD) team crafted dynamic, immersive experiences at Halas Hall that resonate with the Chicago Bears’ brand of excellence, inspiring both players and staff. Every element is strategically aligned to reflect the team’s storied legacy and future ambitions. The space features interactive jersey displays that come to life with light, sound, and motion, fueling player energy and engagement throughout the facility. As the focal point, EXD designed a visually striking suspended sculpture commemorating 100 years of Bears football, celebrating key milestones and division titles. In partnership with the Bears’ archivists, EXD expertly curated an exclusive memorabilia collection, creating a seamless narrative that bridges the team’s rich history with its forward-looking aspirations. This experiential design not only honors tradition but also reinforces the Bears’ commitment to ongoing success.
Orlando Magic Advent Health Training Center
Orlando, FL
Experiential Graphics Wayfinding Signage Team Recognition
EXD seamlessly integrated the Orlando Magic’s brand identity into every aspect of the AdventHealth Training Center, transforming static visuals into dynamic, interactive experiences. The design team replaced traditional flat graphics with immersive, threedimensional elements, crafting a unified brand narrative that blends the Magic’s rich history with the facility’s sleek, modern design. From the main entrance to private family spaces, every detail was thoughtfully designed to ensure a consistent and engaging storytelling experience. These experiential touchpoints not only celebrate the Magic’s legacy but also reflect the individual journeys of players, creating an environment that authentically embodies the team’s culture and elevates the training experience.
Miami Dolphins Hard Rock Stadium
LOCATION
Miami, FL
SERVICES
Identity & Brand Design
Experiential Graphics
Wayfinding Signage
EXD led the development of a cohesive wayfinding, signage, and sponsorship strategy at Hard Rock Stadium, enhancing the fan experience at every level. In close collaboration with the Dolphins’ advertising team, EXD developed and executed a strategic signage system throughout the concourses, ensuring optimal brand visibility and effortless navigation for all visitors.
To infuse the stadium with local authenticity, we partnered with Miami-based artists to design vibrant murals and branded spaces that reflect the city’s unique energy. Every detail was meticulously crafted to align with the Dolphins’ brand vision, fostering an environment that unites the team’s identity with the dynamic spirit of the community.
Edmonton Oilers Rogers Place Arena
LOCATION
Edmonton, Alberta
SERVICES
Experiential Graphics
Sponsorship
EXD partnered with the City of Edmonton and the NHL’s Edmonton Oilers to deliver Rogers Place and the ICE District, establishing a vibrant entertainment destination in the heart of downtown Edmonton. From design oversight to execution, we ensured the arena provided an exceptional guest experience by integrating sustainable practices with premium amenities, including a year-round restaurant and a high-definition center-hung scoreboard.
Our expertise extended to the sourcing and installation of the arena’s signature stainless-steel façade, giving the building a dynamic, reflective quality that evolves throughout the day. This project showcases EXD’s ability to manage complex, high-profile developments, blending innovation, functionality, and aesthetics— positioning us as the ideal partner for future landmark ventures.
Phoenix Suns Footprint Center
LOCATION
Phoenix, AZ
SERVICES
Wayfinding Signage
Experiential Graphics
Concession Standards
Identity and Brand Design
Sponsorship
EXD led the experience design for the Phoenix Suns Arena renovation, aligning messaging with the fan journey and creating high-impact graphics for wayfinding that complement the venue’s modern interior. We collaborated with Levy Restaurants to brand and unify 39 concessions, ensuring each reflected its cuisine or local Phoenix roots. Our team also adapted 12 local partners’ wordmarks to meet the new standards, delivering a cohesive brand experience across the arena.
To maintain visual consistency, our team designed a signage system using a refined palette of blacks, greys, and accent colors, with standardized materials and lighting. We also developed retail graphics and digital display mockups, enabling the Suns to feature dynamic, multi-content screens. Our work ensured every element was functional, on-brand, and visually compelling, helping to elevate the arena’s overall guest experience.
The Atrium at the United Center
LOCATION
Chicago, IL
SERVICES
Experiential Graphics
Wayfinding Signage
For the United Center Atrium project, EXD led the design and execution of immersive environmental graphics and wayfinding systems to transform the visitor and employee experience. We crafted distinct office environments for both the Chicago Bulls and Blackhawks, using bold visuals, custom materials, and strategic messaging to reflect each team’s unique identity. Our design approach included creating specialty displays, such as a lenticular wall featuring dynamic imagery of Michael Jordan, Scottie Pippen, and their championship trophies, as well as basketballs painted with the Bulls’ logo and elements from the original center court.
EXD’s work extended to the detailed creation of tactile experiences, including embossed wall elements representing key championship moments and signage using laser-engraved wood and tone-on-tone lettering to add a modern touch. We integrated these features seamlessly within the new 150,000-squarefoot glass addition, ensuring continuity with the United Center’s existing architecture.
Chicago Bulls Advocate Center
LOCATION
Chicago, IL
SERVICES
Experiential Graphics
Storytelling Displays
For the Chicago Bulls’ 60,000-square-foot Advocate Center, EXD designed and implemented immersive branding elements that connect the team’s identity with the facility’s aesthetics. Collaborating with the interior design team, EXD crafted a seamless flow from the digital experience in the lobby to integrated wall treatments and custom flooring. The design highlights iconic visuals, such as the Chicago skyline and Bulls’ logos, to foster a sense of pride and reflect the team’s heritage throughout the space.
The project focused on creating a player-centric environment, supporting smooth transitions between training, fitness, therapy, and nutrition areas. EXD’s experiential graphics not only enhance the aesthetics but also align with the functional needs of the facility. State-of-the-art technologies for tracking player performance were incorporated, ensuring the space promotes both productivity and brand engagement.
Seattle Seahawks Lumen Field
Seattle, WA
SERVICES
Wayfinding Signage
Placemaking
Experiential Graphic Design
EXD contributed to the comprehensive fan experience improvements at Lumen Field, enhancing the flow, aesthetics, and accessibility of wayfinding. The stadium, originally built in 2002, required modernization to align with current fan needs. Through collaborative workshops and 3D mapping, the team identified challenges in navigating the space. This analysis helped develop intuitive wayfinding solutions, ensuring smoother movement for fans and event attendees.
Inspired by Seattle’s geography, HOK reorganized the stadium into themed neighborhoods—Cityside, Rainier, Cascade, and Olympic—each with a unique color palette and visual identity. The design also introduced flexible color systems to reflect the diverse teams hosted at Lumen Field. New signage standards were implemented, blending accessibility with a contemporary aesthetic, ensuring the venue accommodates all visitors while maintaining a dynamic, unified environment.
Guangzhou Football Museum and Honor Room
LOCATION
Guangzhou, China
SERVICES
Experiential Graphics
Digital Integration
Exhibits
Wayfinding Signage
EXD masterfully fused interactive technology with compelling digital storytelling to create an immersive fan experience at the Guangzhou Football Museum. A striking entry tunnel immediately engages visitors, setting the stage for an unforgettable journey. Customizable digital displays and seamlessly integrated retail solutions enhance fan connection, blending storytelling, technology, and commerce to boost engagement and revenue.
Curated art installations pay tribute to club legends, transforming the museum into both a cultural landmark and a retail destination. The Football Museum and Honor Room guide visitors through the club’s legacy with memorabilia, player tributes, and immersive, hands-on experiences. Fans can step into the action, simulating gameplay, reliving iconic moments through dynamic lighting effects, and interacting with adaptive digital displays that elevate the environment and deepen emotional connection.
Oakland Roots Temporary Stadium
LOCATION
Oakland, CA
SERVICES
Wayfinding Signage
Brand Experience
Sponsorship
EXD collaborated with Oakland Roots FC and Oakland Soul SC to shape the clubs’ inaugural home in Oakland, taking a hands-on approach to every detail of the project. From concept to execution, EXD developed wayfinding systems, experiential graphics, and sponsorship activations that reflected the teams’ deep ties to the local community. Working closely with the teams, EXD identified and crafted customized sponsorship opportunities, ensuring all activations aligned seamlessly with the clubs’ brand values and marketing objectives.
By translating the Roots’ ethos of resilience, unity, and purpose into a cohesive fan experience, EXD ensured the stadium would be more than just a venue—it became a living embodiment of the clubs’ mission, fostering community pride and engagement at every touchpoint.
Professional Sports and Districts
AdventHealth Training Center - NBA Orlando Magic Orlando, Florida
Advocate Center - NFL Chicago Bulls Chicago, IL
American Airlines Arena - NBA Heat Miami, FL
American Legion Memorial Stadium - USL Charlotte Independence Charlotte, NC
AT&T Center Renovation - NBA Spurs San Antonio, TX
BB&T Center Renovations - NHL Panthers Sunrise, FL
Downtown Office - NFL Chicago Bears Chicago, IL
Guangzhou Evergrande Football Museum and Honor Room Guangzhou, China
Halas Hall Expansion - NFL Chicago Bears Chicago, IL
Hard Rock Stadium - NFL Miami Dolphins Miami, FL
Guaranteed Rate Field - MLB Chicago White Sox Chicago, IL
Little Caesars Arena - NHL Detroit Red Wings Detroit, MI
Lumen Field - NFL Seattle Seahawks Seattle, WA
Lynn Family Stadium -USL Louisville City FC Louisville, KY
Maracana Stadium Rio de Janeiro, Brazil
Mohegan Sun Arena - WNBA Sun Montville, CT
Nationwide Arena - NHL Blue Jackets Columbus, OH
New Seattle NBA Arena & Practice Facility Seattle, WA
Philips Arena Renovation - NBA Hawks Atlanta, GA
PNC Arena Renovations - NHL Hurricanes / NC State Wolfpack Raleigh, NC
Rogers Place, NHL Oilers Edmonton, Alberta
Spectrum Center - NBA Hornets Charlotte, NC
Sporting KC Park - MLS Sporting KC Kansas City, KS
Sprint Center Kansas City, MO
Stockton Arena - AHL Heat Stockton, CA
Talking Stick Arena - NBA Phoenix Suns Phoenix, Arizona
Tucson Arena Tucson, AZ
United Center Renovations - NHL Chicago Blackhawks / NBA Chicago Bulls Chicago, IL
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