Campaign branding for historic Baltimore arena, now known as CFG Bank Arena.

Wall mural design and campaign branding for CFG Bank Arena in Baltimore

Opened in 1962, Baltimore Arena boasts a legacy hosting legends like Elvis Presley, The Beatles, James Brown, Parliament - Funkadelic, Al Green, and countless others. But after a $200MM+ facelift and change in management, the arena needed fresh branding. The new name — CFG Bank Arena — created a challenge.

Refreshing the branding creates an opportunity to bring visual and typographic excitement to an arena with a storied history. It’s an opportunity to signal a new era for the arena.

Challenge

Create a new brand identity for historic Baltimore Arena’s next era.

Outcome

We looked past the name to created a visual system befitting this incredible arena. A system to signal a new era and update the arena’s brand. The new visual identity system is built on the idea that CFG Bank Arena delivers more of everything people are looking for.

Scope of Project

Campaign brand identity system (including tagline)
Out-of-Home advertising (billboards, posters, digital marquees)
Wall Wraps (mural designs)
Social Media templates
Merchandise
ID badges

Campaign branding applied to ID badges for venue CFG Bank Arena in Baltimore

Campaign branding applied to pole banner designs for venue CFG Bank Arena in Baltimore

Campaign branding applied to OOH advertising billboard design for venue CFG Bank Arena in Baltimore

Campaign branding applied to merchandise, t-shirts, hats, and hoodies for venue CFG Bank Arena in Baltimore

Campaign branding applied to mural design wall wrap for venue CFG Bank Arena in Baltimore

Campaign branding style frame for venue CFG Bank Arena in Baltimore

Campaign branding applied to poster designs and OOH advertising for venue CFG Bank Arena in Baltimore

Using the arena’s distinctive elements as inspiration for the branding system.

The repeating triangular shapes from the arena’s iconic roof inspired multiple supporting brand patterns and the distinctive graphic element within the main logo design.

Roof of Baltimore Arena showing distinctive elements

The structure of CFG Bank Arena's new brand identity system takes inspiration from the arena’s grid-like glass entry facade. The branding system uses a flexible grid to organize complicated and sometimes unrelated information.

Campaign branding applied to page layout grids and graphic design for venue CFG Bank Arena in Baltimore

A brand identity system that embraces the wild variety of typefaces in old concert posters.

CFG Bank Arena’s new branding system uses a single variable typeface that allows huge variety while still being cohesive. Using a single typeface with a vast mix of widths and weights gives a ton of variety while having a shared DNA throughout all of the typography.

Campaign branding applied to OOH advertising poster design for venue CFG Bank Arena in Baltimore

Campaign branding applied to ID badge design for venue CFG Bank Arena in Baltimore

Campaign branding applied to OOH advertising digital billboard design for venue CFG Bank Arena in Baltimore

All work completed as Senior Designer at Medium Giant