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NHL Seattle

Arena preview experience

concepting, storytelling and 

featured copy throughout

About 100 years after it won a Stanley Cup, Seattle was ready to return to NHL hockey and welcome a new team. While preserving its iconic, hyperbolic roof, a historic landmark, Seattle Center Arena needed to transform into a world-class venue for hosting NHL games along with Seattle Storm seasons and concerts galore. But how do you sell season tickets, suites and sponsorships to support an arena and team that don't yet exist? You build a vision for Seattle's future, connected to its pioneering past.

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Along with the experience design team at Hornall Anderson, and working with a local historian, I created a story and theme (Under One Roof) to help drive the preview center experience. Every element celebrates Seattle as a place where possibility becomes real, with the arena as its epicenter, and visitors as champions of the city's next chapter. Throughout it all, the NHL Seattle sales team is supported in identifying visitors' specific interests, winning their hearts and investment.

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Sales Center
Experience Narrative

Seattle doesn’t trade on the way things have always been.

We’re too busy looking forward, finding new ways, leading what could be.

For us, the path less travelled is the only way.

It leads us here, to a place where we break ground

and push possibility to its fullest potential.
On a quest for better, we look up, dig in and make it happen.

The future is within reach if you dare to grab it.

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