Professional Sports Qualifications
About Us BRAND DESIGN Brand Strategy Positioning and Naming Identity and Logo Design Brand Applications
“Live sports experiences are about much more than the event itself—they inspire social interaction and build an indelible sense of community.”
Change Management PLACEMAKING
We craft experiences moment by moment.
Experiential Graphics
Together with our clients and project partners, we
Public Art
map out the journey and leverage brand strategy,
Sponsorship Donor Recognition Exhibits
And we recommend a variety of artwork and
WAY F I N D I N G
messaging —seamlessly integrated with interiors
Signage Design and Standards
and architecture—and intentionally selected for
Assessments
the most effective engagement, flow and impact.
ADA and Life Safety Master Plan Strategies NATE APPLEMAN, DIRECTOR OF SPORTS + RECREATION + ENTERTAINMENT, HOK
so everyone can visualize your unique personality.
Identification and Numbering
We are rooted in technical excellence, driven by imagination and focused on a solitary goal:
D I G I TA L E X P E R I E N C E
to deliver solutions that inspire clients and
Interactive Content
communities.
Immersive Environment Content Design VR and AR Visualization
BRAND DESIGN We are passionate about experiences and look for inspiration in our everyday encounters. Whether
#1 Best Brand Experience by Transform Magazine
refreshing an existing identity or developing a new brand from the ground up, Experience Design crafts special moments that inspire awe, build positive memories and love for place.
PLACEMAKING
#1 Graphics & Wayfinding by FX International Interior Design Awards
HOK celebrates the culture and the people that make spaces unique. We employ print and pixel, art and artifact, to create experiential environments that are on-brand and of-culture.
WAY F I N D I N G An effective solution requires visibility, legibility, sensitivity and flexibility—all without sacrificing creativity. From planning through implementation, we help get people where they want to go while presenting a meaningful interpretation of identity
D I G I TA L E X P E R I E N C E We collaborate with teams across markets and disciplines which enables us to provide project teams with broad exposure to current ideas, styles and
66 68 13 22
Years in the EGD Industry
Sports Facilities Designed
Market Sectors
Experiential Graphic Designers
sensibilities. We leverage cross-market strategies in the constant evolution of how we tell stories. BY THE NUMBERS
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Halas Hall Renovation + Expansion NFL Chicago Bears
L O C AT I O N :
LAKE FOREST, ILLINOIS
SERVICES:
EXPERIENTIAL GRAPHICS, RECOGNITION DISPLAYS, EXHIBITS, DIGITAL EXPERIENCES, CONTENT CURATION, DIMENSIONAL INSTALLATIONS, SIGNAGE & WAYFINDING
Halas Hall, which serves as the Chicago Bears’ headquarters and training facility, is all about winning games. From the way the team trains, recovers and educates players, each step of the journey connects them to the Bears legacy and the goal of every season: the Superbowl trophy. At the players’ entrance, retired numbers are incorporated with motion sensors, light, sound and video to invigorate players as they enter. A large-scale installation commemorates 100 years of Bears football with suspended acrylic rods that represent different seasons—regular, post or Superbowl. And we worked closely with the team’s archivists to carefully display and reinterpret historic memorabilia.
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AdventHealth Training Center L O C AT I O N :
ORLANDO, FLORIDA
SIZE:
130,000 SF
SERVICES:
EXPERIENTIAL GRAPHICS , SIGNAGE & WAYFINDING, TEAM RECOGNITION
This practice facility for the NBA's Orlando Magic combines world-class athletic training and treatment with workplace spaces. In addition, the center was intended to be a special place for family to gather, making both comfort and inspiration paramount. EXD's charge was to express the Magic brand and franchise in an original and upscale manner while staying true to the character of the new building. Typical approaches to sports facilities were set aside for more unique opportunities to speak to the brand, the history and the culture of the Orlando Magic. Whenever possible, flat graphics were exchanged for dimensional elements and small moments of interaction were combined with larger than life expressions. Team history was communicated in a way that was harmonious with the established look and feel.
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Hard Rock Stadium NFL Miami Dolphins
L O C AT I O N :
MIAMI, FLORIDA
SIZE:
1.2 MILLION SQ. FT.
SERVICES:
BRAND IDENTITY, EXPERIENTIAL GRAPHICS, SIGNAGE & WAYFINDING
The modernization of the Miami Dolphins’ Hard Rock Stadium transformed the fan experience and created a world-class destination for marquee events. To make sure the NFL team wouldn’t miss any home games, extensive renovations were completed over three offseasons. Reinforcing Miami’s culture and heritage are murals by local artists, a wayfinding and branding package and the use of local materials. Each club, suite, gathering and dining space provides fans with a flavor of South Florida. HOK worked directly with the Miami Dolphins advertising team to develop layouts and scheduling of all signage components, and designed and oversaw implementation of sponsorships for the 100 and 200 level concourses.
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Rogers Place NHL Edmonton Oilers
L O C AT I O N :
EDMONTON, ALBERTA
SIZE:
1.1 MILLION SQ. FT.
SERVICES:
EXPERIENTIAL GRAPHICS, SPONSORSHIP
The design for Rogers Place and the ICE District creates an active new entertainment destination just north of downtown Edmonton. The City of Edmonton and the NHL’s Edmonton Oilers commissioned HOK, in association with ATB and Dialog, to design a new arena and oversee the master plan of an adjacent mixed-use district and plaza. The arena’s design creates a premium guest experience within a sleek and iconic building that emphasizes sustainability. Amenities include a full-service restaurant open on non-game days and an expansive highdefinition, center-hung scoreboard. The arena’s facade of pliable, unpainted stainless-steel cladding, provides a polished, dynamic backdrop to the city that seems to change in appearance with each passing hour.
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Footprint Center Renovation NBA Phoenix Suns
L O C AT I O N :
PHOENIX, ARIZONA
SIZE:
16,700 SEATS, 30,000+ SQ. FT. CLUB SPACES
SERVICES:
SIGNAGE & WAYFINDING, EXPERIENTIAL GRAPHICS, CONCESSION STANDARDS, BRAND DESIGN, SPONSORSHIP
HOK assisted with experience mapping and considered the hierarchy and placement of messages as it relates to the user journey. High impact, high texture graphics assist with wayfinding, and designs match the modern, sophistication of the interior. HOK worked closely with Levy Restaurants to brand and unify the concessions. Each one connects to the name, cuisine or local Phoenix context. 12 of the 39 concessions are local partners who needed their wordmark translated into the new standard. Blacks, greys and accent colors are used to provide consistency, and each sign features similar material, lighting and assembly. In addition, HOK provided retail graphics and mocked up digital display concepts that would allow the Suns to feature multiple pieces on content on one single screen.
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The Atrium at the United Center NBA Bulls and NHL Blackhawks
L O C AT I O N :
CHICAGO, ILLINOIS
SERVICES:
EXPERIENTIAL GRAPHICS, WAYFINDING
The Atrium is one step in the United Center’s plan to develop an entertainment campus on Chicago’s Near West Side. The 4-story addition to the east end of the Arena offers a year-round refuge for fans. It includes such destinations as the Michael Jordan statue, the Madhouse Store and a cross-section of food and beverage options. The expanded facility is also unique in that it brings Sports, Workplace, Hospitality and Retail programs together. The addition adds 3 floors of new workspace for relocated employees of the United Center, Chicago Bulls and Blackhawks, and expands food and beverage options for fans. For the hospitality spaces, the design team created signage, wall murals and experiential graphics inspired by the local Chicago neighborhood.
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Advocate Center NBA Chicago Bulls
L O C AT I O N :
CHICAGO, ILLINOIS
SIZE:
60,000 SQ. FT.
SERVICES:
EXPERIENTIAL GRAPHICS
Incorporating the latest training trends the facility features embedded state-of-the-art technologies that collect players’ data and stats for real-time analytics. In addition, the facility is built around the idea of sequencing the space based on player usage, allowing the team to move easily from training to fitness, therapies and nutrition. Working with the interior design team, our team designed branding elements to flow from the main lobby’s digital experience to integrated wall treatments and custom floor design. The Chicago Bulls’ logo and the Chicago skyline are at the center of the design theme, celebrating the team’s iconic brand and creating a backdrop for current players success.
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Football Museum and Honor Room SERVICES:
EXPERIENTIAL GRAPHICS, DIGITAL INTEGRATION, EXHIBITS, SIGNAGE & WAYFINDING
The Football Museum and Honor Room will engage fans with the history and collections of the Football Club. It will inspire fans and supporters of the team and be a place to sell merchandise. Art displays celebrate and educate on former and current team players. Interactive areas let visitors feel like they are playing on the field and other digital displays create more immersive environments, with controls for lighting and game footage. A tunnel at the entry creates an exciting portal that builds excitement.
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Professional Sports & 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
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Maracana Stadium, Rio de Janeiro, Brazil 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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BRAND DESIGN Brand Strategy Positioning and Naming Identity and Logo Design Brand Applications
The Experience Design group at HOK creates dynamic environments to build brands, celebrate cultures and tell stories. Our designers are rooted in technical excellence, driven by imagination and focused on a solitary goal:
Deliver solutions that inspire clients and communities.
Change Management PLACEMAKING Experiential Graphics Public Art Sponsorship Donor Recognition Exhibits WAY F I N D I N G Signage Design and Standards Assessments ADA and Life Safety Master Plan Strategies Identification and Numbering D I G I TA L E X P E R I E N C E Interactive Content Immersive Environment Content Design VR and AR Visualization
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We shared our story and we are ready to tell yours.
EMILY PAYNE Director | Experience Design t +1 816.472.3219 emily.payne@hok.com
JEFF LANCASTER Creative Director | Experience Design t +1 424 298 4633 jeff.lancaster@hok.com
STEVE WILLIAMS Director of Operations | Experience Design t +1 713.407.7879 steve.wllliams@hok.com