Atlanta Braves Gateway
Spec Campaign
The MLB All-Star Game 2025, hosted by the Atlanta Braves, transforms the days leading up to the game into a citywide celebration known as All-Star Village—a sprawling experience hub at Cobb Galleria Centre. This immersive festival invites fans to explore everything from batting cages and pitching tunnels to youth clinics and sponsor activations. With thousands expected to attend, the event demands seamless wayfinding, immersive design, and a high-impact entry experience to set the tone.
Client:
Spec Campaign
Role:
Principle Designer
Year:
2025
Challenge
With so many activations, attractions, and sponsor-led experiences spread across the Cobb Galleria campus, the event requires a bold, functional, and aesthetically compelling gateway to orient visitors upon arrival. The challenge was to create a scalable, brand-forward entry display that instantly communicated the excitement of the All-Star experience while managing foot traffic, clarifying spatial navigation, and driving sponsor visibility.
Objective
To conceptualize a hero entryway that: • Establishes a strong visual anchor and photo opportunity. • Highlights marquee players to boost fan engagement. • Clearly displays sponsor recognition (Capital One). • Integrates intuitive wayfinding elements to direct visitors to satellite attractions. • Aligns with the MLB and Braves brand aesthetic while matching the energy of a marquee event.
Results
The proposed gateway delivers an iconic first impression—featuring a vibrant blend of athlete imagery, city skyline motifs, and layered signage. It transforms the entry point into a branded landmark that fosters social sharing, eases navigation, and elevates the event’s professionalism. The result showcases my ability to merge experiential storytelling with practical UX strategy for large-scale activations.