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Background
In summer 2021, the Oklahoma City Thunder hosted a pop-up retail experience at the OKC Outlets. As lead designer on this project, I was briefed on the concept to center this experience around the budding street art culture of Oklahoma City.
Just as the street art pops up and fades away around the city, the pop-up shop had a very limited run time. For two weekends only, fans were invited to shop exclusive sales and merchandise, take advantage of the photo ops, and meet Rumble the Bison!
Identity System
Through my research of OKC street art, I narrowed in on the stylized typography that permeates so many walls throughout the city. I developed an identity system that took form and behavior cues from graffiti and blended that with brand guidelines.
The result was a fresh and engaging system that maintained visual cohesion with the Thunder brand.
Collaboration
In order to create an authentic experience, it was important to not only tap into local street art for inspiration but to also collaborate with a local artist. We invited Oklahoma City native Jose Scott to paint a feature wall and four basketball backboard pieces.
I worked closely with the Manager and Coordinator of Fan Development as well as the Retail Marketing Coordinator to produce an authentic and exciting pop up experience for fans.
Branded Environment
With a two week turnaround time from my lead designer assignment to store opening, my goal was to amplify impact throughout the space.
From the front window display to store signage to mirror decals, the identity system reflected back at an energized fan base seeking fresh branded retail experiences.
Photography by Jimmy Do
Credits
Erin Hill (Graphic Designer)
Estee Walker (Marketing Coordinator, Retail)
Olivia Crabtree (Marketing Coordinator, Fan Development)
Michelle Matthews (Manager, Fan Development)
Jimmy Do (Photographer)