State Farm Arena

Elevate was brought on to guide the second-largest renovation in NBA history transformed State Farm Arena into an upgraded venue with high-end premium spaces, continuous concourses, and distinct neighborhoods—all grounded in the Hawks’ venue theme: True to Atlanta.

Creating multiple authentic-feeling neighborhoods within a single arena required a system that balanced individuality with connection to the overarching venue theme, while also supporting signage, partnerships, team and city branding, and operational needs.

Elevate worked with the Hawks to deliver a comprehensive signage and graphics system that aligned with the arena’s architecture, finishes, and neighborhood concept. Our team programmed and coordinated all arena elements and developed a cohesive wayfinding system that introduced visitors to each neighborhood through material-driven signage using wood and metal to reflect the concourse and bowl finishes.