Amy Lukas was president of SEGD in 2012-2013 and she is the co-founder of Infinite Scale Design Group. Infinite Scale is a strategic design studio that creates brand experiences in environments and events. Amy’s role as Project Director provides the foundation for each client project as she is the organizational leader and strategic thinker for Infinite Scale's clients.
Infinite Scale (Salt Lake City), in collaboration with AECOM, designed the brand integration layer for the historic Assembly Hall renovation, now State Farm Center, in Champaign, Ill. Work included concepts for graphics, wayfinding, and fan experience starting from the outside of the arena all the way into the seating bowl and field of play. The holistic application of branding and messaging is designed to help energize the fan base, including alumni-specific gathering areas, with pure Illini identity.