News


ELEVATE SPORT VENTURES ACQUIRES INFINITE SCALE

Elevate Sports Ventures, the best-in-class sports and entertainment consulting firm, has today announced the acquisition of sports, live event and experiential design firm, Infinite Scale. On behalf of its client venues, events, teams and brands, Infinite Scale strategizes, designs and manages the execution of dynamic, visual and experiential signage and branding solutions to amplify, educate and elevate the experience of sports.

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Women in Sports and Events (WISE) Announces Brand Evolution

The organization will replace its logo with a new logo that reflects the WISE membership’s passion, energy and connection. Created by Infinite Scale, a Utah-based design studio, with input from the organization’s national and chapter leadership, the new logo and visual identity will be consistent across the organization and all its programs and initiatives at the national and chapter levels.

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Molly Mazzolini to be Honored with 2020 ATHENA Leadership Award

SALT LAKE CITY, UTAH (September 25, 2020) – The Salt Lake Chamber today announced that Molly Mazzolini, Partner and Director of Brand Integration for Infinite Scale, will receive the 2020 ATHENA Leadership Award on November 10, 2020 at the Grand America Hotel.

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American Family Field Logo Release

American Family Insurance, the new naming rights sponsor of the Milwaukee Brewers home ballpark, revealed Thursday the new logo for the stadium, which will be renamed American Family Field starting Jan. 1, 2021

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PODCAST : How AR and VR Will Change the Experience of Watching Sports

The sports fan experience has been evolving, with the help of technology, for years. This evolution has launched state of the art venues and novel ways to engage. However, the pandemic brings the fan experience to new territory. Bringing insights to the new fan experience are Amy Lukas, Partner, Director of Events, and Darlene Van Uden, Design Director, of Infinite Scale, a sports design consultancy.

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PODCAST : Salt Lake 2002 Retrospective with Amy Lukas

Infinite Scale partner Amy Lukas and host Christian Napier look back at the Salt Lake 2002 Games (recorded 16 April 2020).

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Amy Lukas named 2018 SEGD Distinguished Member

Recipients of the award have been instrumental in cultivating university programs, advancing accessible and green design and promoting cultural agendas through design.

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With help of Infinite Scale, Cavs believe new partnership spaces at redesigned Q won’t look like ‘an afterthought’

When the Quicken Loans Arena transformation project was initially unveiled in December 2016, the Cavs outlined some of the things they hoped to do as the facility, now 23 years old, was remade.

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Amy Lukas Named as 2017 30 Women to Watch

The 30 Women to Watch event celebrates Utah’s most successful and influential women as selected by their peers, giving us all the opportunity to commend them for giving so much devotion to their profession.

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Molly Mazzolini named to 2016 Sports Business Journal Game Changers Class

Infinite Scale’s current projects include Little Caesars Arena in Detroit, where its responsibilities include designing the naming-rights logo in conjunction with the pizza restaurant sponsor and Olympia Entertainment, parent company of the arena’s prime tenant, the Detroit Red Wings.

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U.S. Bank Stadium To Show Off Layers of Integration at Sports Venue Production Summit

Infinite Scale’s master plan captures spirit and values of the team and the community

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SBJ Readers Offer Trends to Watch in 2017

Molly Mazzolini talk to SBJ about coming sports industry trends for 2017.

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Infinite Scale, Experiential Graphic Design and the NHL All-Stars, Sports

To paraphrase Mark Cuban: "You've got your Big Screen, you've got a cold one and a comfy couch. What is compelling and unique enough about attending a game that makes it worth the effort? We in the sports business don't sell the game, we sell unique emotional experiences." A very few sports design consultancies are creating events where something fresh and innovative happens.

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Infinite Scale on Aggies’ Stadium Team

Infinite Scale (Salt Lake City) created the branding and wayfinding system for Texas A&M’s newly redeveloped football stadium complex, opening to the public September 12.

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Infinite Scale Designs College Football Playoff Graphics

Infinite Scale (Salt Lake City) created environmental graphics for the January 12 College Football Playoff game between Oregon and Ohio State. The project included graphics for the exterior of AT&T Stadium in Arlington, Texas, as well as graphics at four hotels where the players stayed during the event.

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