Arena Entrances
Two entrances, one shared system, built around what it means to be a fan.
Problem
The general admission and Capital One Cardholder entrances looked and felt the same. Fans walked through either one without realizing the Cardholder line was shorter, and that showing a Capital One card was the only reason.
Solution
Customer research, journey maps, and on-site walkthroughs informed two distinct entrance experiences: one for every fan, one built around the energy of being a Capital One customer. A shared design system kept a consistent brand identifier across both without the clutter of stacking every card color side by side. The Cardholder entrance, card required, got its own blue carpet, built to generate the exclusivity, FOMO, and word-of-mouth that keeps VICs (Very Important Cardholders) talking all night.
Credits
- Creative Strategy & Direction
- Chris Irwin
- Art Direction
- Joanna Sugar
- Copywriting
- Stephanie Anderson & Atain Ibia
