NHL All-Star Game, Canadian Tire Centre, 2012

Canadian Tire Centre
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Canadian Tire Centre

Oh Canada

In 2012 the NHL’s All-Star Game was heading to Ottawa, Canada, capital of the country and heart of French-Canadian culture. One of the biggest events in hockey, the event could hardly have been held in a more suitable location. Focusing on the rich history and ornate architectural style of the town and the region, Infinite Scale created a system for the game that utilized a one-of-a-kind, NHL-specific pattern composed of crests, logos, and hockey elements, providing texture and intricacy to the design. In addition to the graphics for the game at Scotiabank Place (now Canadian Tire Centre), Infinite Scale created branded environments at locations throughout Ottawa, including the airport, hotels and parks, and provided signage in both English and French.

Focusing on the heritage of hockey and the Victorian architecture of Ottawa, Infinite Scale created a system worth of the city’s stature.  

Ottawa

Ontario

17.7 million

Total Viewers

SERVICES PROVIDED

Brand Activation

  • Brand Strategy
  • Brand Identity + Guidelines
  • Venue Theme

Environmental Graphics

  • Team + Venue Integration
  • Look + Decor