NEW ENGLAND'S PREMIER ARENA
The TD Garden is New England's premier sports and entertainment venue. The Garden plays host to two storied franchises, the NHL's Boston Bruins and the NBA's Boston Celtics. The arena is consistently ranked top 3 in the country and draws upwards of 2.5 million fans a year.
New Branding and Identity Program for TD Garden
Chameleon DG recently partnered with the TD Garden to revitalize the arena's brand identity as the building transitions into a new era changing its name from TD Banknorth Garden to simply, TD Garden. Chameleon's primary goals for the Identity package were to first, provide a unified and consistent platform for all marketing and sales strategies building a strong corporate culture around one singular brand vision. Ultimately, this will create a deeper brand recognition among the Garden's consumers and fans.
Chameleon DG created a strong, contemporary icon and accompanying design elements, that work in conjunction with the TD Garden logotype, or can stand alone as a dynamic brand identifier. The icon embraces the building's unique architecture utilizing a smooth, rounded illustration style that captures a true sports and entertainment theme. We felt it necessary to create a symbol that would generate a greater mass appeal and a deeper brand loyalty for the passionate personality of this areas collective fan-base. A bold color palette of gold, gray, and black work in concert creating a palette that represents the brands outreach in the New England area and again suggests sport. Finally, an elegant typeface was chosen whose curves are soothing to the eye making it appealing for most usages. These elements combine to form a dramatic and unique brand identity package that truly symbolizes the premier sports and entertainment arena that is the TD Garden.
The Garden also approached Chameleon DG with the challenge to design and produce two microsites promoting the arena's corporate sponsorship capabilities and the exclusive Premium Club level, where "Access Is Everything." Both sites were on a limited budget with an extremely tight dual launch deadline.
Corporate Sponsorships Microsite
View Sponsorship Microsite
The goal of the Corporate Sponsorships department at the arena is to bring value to a company's brand through customized marketing solutions utilizing the assets of the TD Garden.
The first challenge, how to convey the different sponsorship opportunities within the Garden. Chameleon DG developed a visual rotating photo navigation panel for each sponsorship category, so the potential sponsor could quickly gather information. The second was to encapsulate the essence of the Garden. We incorporated a video playing high-definition HDX scoreboard as the iconic image. This icon represents the core of highly visible arena advertising and sponsorships.
CDG integrated innovative programming and unique design features throughout the site, mimicking the state-of-the-art technology employed at the Garden. A perfect balance of html, flash and css techniques allow for a clean, user friendly website with strategic placement of animation increasing the users interactive experience.
Premium Club Microsite
View Premium Club Microsite
We chose to approach the design of the Premium Club site a bit differently. This site needed to reflect the exclusivity and luxury this membership club provides. With the best site lines gracing its suites and first-class amenities to enhance each guests' experience, this site had to reflect class, with user-friendly functionality and design. This highly successful website utilizes both technology and innovation to create a first-class experience. The website opens with a video introduction from Boston Bruins icon and Premium Club ambassador, Ray Bourque. Flash animated photos are transitioned throughout, to enhance the guests visit while navigating from one topic to the next. The website as whole provides members and guests alike, the highest level of functionality and is a valuable marketing tool to promote the Premium Club brand.
SERVICES PROVIDED:
:: Brand Stategy & Positioning
:: Creative Concepting
:: Design Management
:: Design & Layout
:: Illustration
:: Mechanical Die Engineering
:: Video Editing
:: Motion Graphics
:: Audio Production
:: Flash interactive
:: Microsite Development
