Infinite Scale

Infinite Scale is a sports design consultancy specializing in comprehensive solutions for the world’s most attended venues and witnessed events. Infinite Scale integrates strategy, identity and design to touch every facet of the fan’s experience. Their solutions help to make the spectacle of sports more enjoyable, memorable, accessible and distinctive, increasing the value of some of the world’s most cherished franchises and brands.

Our story began with the Salt Lake 2002 Olympic Winter Games. Infinite Scale Partners, Amy Lukas and Cameron Smith, were the lead art directors for the Look of the Games while Molly Mazzolini was the Olympic brand manager for the 70+ sponsor family. Together, this team created a cohesive communications system that inspired fans, athletes, sponsors and 1.6 billion television viewers around the world.

Infinite Scale's clients include some of the world’s most prestigious and demanding sports organizations. With billion-dollar brands and historic projects at stake, Infinite Scale's clients rely on them to bring a profound level of insight, rigor, flexibility, creativity and thoughtful inspiration to every effort. Clients include: One Olympics, 5 NFL Superbowls, 12 NHL events, 21 Bowls and Championships, 7 All star games, 12 Football Stadiums, 4 Baseball Parks, 10 Basketball Arenas and 10 Racing facilities.

Infinite Scale’s solutions bring together three key areas of expertise: brand expression, designed environments and signature events. From site analysis to creative exploration, they understand the best solutions require us to be deeply versed in a brand’s specifics as well as passionately committed to extending its reach.

Infinite Scales process aligns experiential and event design with business objectives and the strategic consideration of our clients’ brands. Project master planning helps to ensure the most complete and smooth-flowing fulfillment of our design intent.

See Infinite Scales projects


Revisiting Past Branded Environments: New Uploads on SEGD’s YouTube page
Revisiting Past Branded Environments: New Uploads on SEGD’s YouTube page

Read Time: 1 minute

2019 Branded Environment Speakers are as follows: (left to right, top to bottom) Angela Hill, Eric LeVine, Katie Sprague, Nathan Hill, Jill Spaeth, Joe Lawton, Eli Kuslansky, Hyunmi Jenny Lee, Braulio Baptista.
Now Introducing... Speakers for SEGD's 2019 Branded Environments

Read Time: 4 minutes

Photo: T-Mobile Arena in Las Vegas by Populous
More than Sports—10 Standout Stadiums

Read Time: 4.5 minutes

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