The Problem: Create a minimalist design for FedExForum concessions that balances brand unity with clear distinction amongst concessions.

The Solution: Prioritizing readability in a high-traffic environment, I implemented a versatile font family (Aptly) and strategic color placement. I managed the project from concept to production, ensuring file precision for large-scale vinyl printing.

The Impact: The redesign introduced a sense of visual breathability to a busy arena concourse and improved the wayfinding experience with the integration of key menu item lists at each location.