Scotiabank Arena

Designing the new heart of Toronto

After inking the biggest arena sponsorship deal of all time Scotiabank partnered with us, not just to rebrand an arena, but to reimagine a neighbourhood. We started by looking at how visitors arrived and used the space outside, dividing it into neighbourhoods and identifying key opportunities to enhance the experience.

This informed our central idea to not just put Scotiabank’s name on a building, but put whatever was happening inside within Scotiabank.

The end result was an anti-brand of sorts that was hyper-optimized for digital/motion and would later inspire a global rebrand (we helped with that too).