NFL events draw huge crowds. As the wayfinding agency of choice for the nation’s most anticipated night in football (aka the Super Bowl) and weekend-long recruitment event (aka the Draft), our role was to make the entire navigational process from start to finish as fast and friction-free as possible for tens of thousands of people and positively impact the overall NFL brand experience.

Our relationship with the NFL started with the 2022 NFL Draft in Las Vegas where they welcomed 300,000 fans over three days. The challenge was different in that we were designing for a convention center (instead of a stadium) but our approach was the same: to create a user-centric, fan-facing signage that made navigation easy. Our interior and exterior signage helped clear the convention center in 45 minutes, one of the fastest exit times on record. But the reason the NFL chose us as their Super Bowl LVII partner was our ability to look at our work and suggest improvements — so we could do it better the next time.

After months of designing signage, our team spent two weeks installing everything on-site. We double checked their placement with security teams, made necessary design adjustments, fabricated certain elements in the stadium, and negotiated with other on-location partners and sponsors about the signs’ locations. The process naturally involved last-minute changes which our team navigated with ease, knowing that the best wayfinding systems are adaptive to their contexts.