Prudential Center of Newark, New Jersey asked us to develop a more powerful visual rebrand of the arena. They wanted a campaign that would rally the community, the fans, and new visitors. We created a new look and feel that would help Prudential Center stand out from its competitors across the river in NY and Brooklyn (Madison Square Garden and Barclays Center). We gave Newark and New Jersey an arena and gathering place to be proud of.

The campaign revolves around a set of rules. We wanted these rules to be the living and breathing personality of Prudential center, its employees, and its fans. The rebrand needed to be scalable and adaptable to different events, as well as easily reproduced by the in-house design team. I produced the concept/look and feel for this project.

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