Infinite Scale: Come to Play

The 4th Annual Salt Lake Design Week was a week-long celebration of art and design. This year, Infinite Scalepartnered with AAA Flag & Banner as the Title Sponsor to host Ali Towle, San Francisco 49ers Vice President of Marketing, who came to present #ComeToPlay: The Levi’s® Stadium Brand Story. After kicking of with cocktails and appetizers at the Utah Museum of Contemporary Art, the event dug deeply into the conception, design, and execution of the NFL’s newest stadium. From the design of the Levis® Stadium logo to the branding and partner integration within the stadium, Ali Towle brought her experience and expertise to the Salt Lake design community.

Towle’s leadership is exemplified in every aspect of Levi’s® Stadium. By focusing on a clear brand strategy of celebrating the Bay Area and honoring the San Francisco 49ers legacy, the design team reduced “clutter” and maintained a clean, simple look. The consistent design and attention to detail was embodied by Infinite Scale’s Creative Council™approach to encourage collaboration between all stakeholders and to ensure an incredible fan experience. Infinite Scale’s role included signage and corporate partner design, as well as the event graphic overlay guidelines. In addition to HNTB Architects and Turner-Devon Construction, Cambridge Seven Arts curated the museum and retail spaces, Sports and the Arts curated the art collection, and Centerplate handled all hospitality. Under Towle’s guidance, these creative yet collaborative organizations developed one of the most cohesive brand integration sport venues to date.

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