Infinite Scale

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WBE Certified
DBE Some States

SEGD Global Design Awards

Salt Lake Olympics, Salt Lake Organizing Committee, Look of the Games
Salt Lake Olympics
Natural History Museum of Utah, Salt Lake City, Utah
Natural History Museum of Utah

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


2018 SEGD Distinguished Member Recipient Amy Lukas of Infinite Scale
2018 SEGD Distinguished Member Amy Lukas of Infinite Scale

2018 SEGD Distinguished Member Award:&n

5 Years, 4 Categories, 20 Projects-Branded Environments that Wow
5 Years, 4 Categories, 20 Projects-Branded Environments that Wow

Scroll through the slideshow above to see i

Image of the Atlanta Falcons Stadium
A Team Effort—Football Design Stories for Game Day

No matter what team you root for, this epic

2018 SEGD Conference Experience Minneapolis - Achievement Awards

2018 SEGD Conference Experience Minneapolis - Achievement Awards

2017 Branded Environments - Dialogue - Cameron Smith and Marco Terenzio

2017 Branded Environments - Design For Sport - Cameron Smith

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