Philips Arena, Atlanta Hawks Rebrand

Philips Arena, Atlanta Hawks
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Philips Arena, Atlanta Hawks

A Fresh Look

The Atlanta Hawks, coming off their most successful season in years, embarked on a bold rebranding effort that featured all brand assets including uniforms, logos, marketing campaign and court design. When the team wanted to extend the branding into their home - Philips Arena, one of the nation’s busiest sports and entertainment venues - so they came to Infinite Scale to create immersive branding that focused on enhanced fan experience.

In addition to updating the visual elements of the Arena, a renewed emphasis on the region and fans was a critical story for the Hawks to communicate. Extending a marketing initiative – True to Atlanta – Infinite Scale incorporated images of the Atlanta area as well as professional photography of some of the areas most unique individuals, captured in a manner that only a local photographer could.

Branding extended to all guest touch points from parking garages to Arena entries to general admission and premium spaces culminating in the seating bowl with on-camera backdrops that create a permanent branded framework for a state of the art projection mapped court player introduction sequence. Redesigned wayfinding and team store identification put the finishing touches on what has become a model for brand integration into an existing NBA facility.


Seating Capacity



New Look

Updated Brand

1.6 Million

Guests Annually


Events Per Year


Brand Activation

  • Brand Warehouse™

Signage Systems

  • Comprehensive Sign Plan
  • Wayfinding
  • Food + Retail

Environmental Graphics

  • Team + Venue Integration
  • Look + Decor