VISUAL DESIGN

Madison Square Garden

All Access Tour

OVERVIEW

Madison Square Garden received a one-billion dollar transformation of the legendary arena, and it's All Access Tour needed a rebranding to go along with it.

Madison Square Garden hosts over 300 events a year, such as concerts, award shows and sports games, as well as public tours of the building. After closing for two years and completing a one-billion dollar transformation, the old venue tour creative wasn't cutting it any more. I partnered with the marketing team at Madison Square Garden to redesign the entire brand.

ROLE & DETAILS

Lead Visual Designer
Cross-Functional Team Collaboration, Concepting, Visual Design

Team
1 Visual Designer
1 Senior Art Director

THE CONCEPT

My goal was to demonstrate the exciting backstage experience you embark on during the All Access Tour.

The brand-new venue at Madison Square Garden holds a variety of events inside it's arena, and it was important to show all of them. I chose an energetic, action-packed concert shot for the key art, as concerts are what Madison Square Garden is most known for. The new logo I designed was meant to reflect a backstage pass sitting atop a banner that hangs from the iconic venue ceiling honoring retired jerseys from legendary Knicks and Rangers players. The dark blue and black colors were chosen to be rich and give the additional photos room to pop. With this redesign, the new Madison Square Garden All Access Tour branding reflected the exciting, unique, and one-of-a-kind environment that only the World's Most Famous Arena has.

Direct Mailer

Logo Detail

E-Blast

Signage inside Madison Square Garden