When the country's largest arena undergoes a change in naming rights, there's plenty of work to be done replacing all the branded elements both inside and outside the space.

We worked within the defined brand guidelines to apply Spark Arena's new-look brand system to various signage, posters, passes, and more. Working to a newly created triangle-grid, we formed a range of applications of the repeating geometric pattern in Spark's colour palette throughout the space. By the time we were finished, not a single reminder of the arena's old name was left behind, with the entire venue drenched in bold colours, patterns, signage systems, and context-based calls to action promoting the free WiFi provided by the venue's new headline sponsor.