Players' Spaces & Locker Rooms
San Jose Sharks
Exceed Expectations
How we helped
- Brand Clarity
- Visual Storytelling
- Social Media Moments
- Updatable Design
Introduction
World-Class
The SAP Center and Sharks Ice — the gameday and practice facilities for the San Jose Sharks — play a key role in the franchise’s ability to attract free agents and inspire current players. Spaces at the practice facility reinforce the Sharks’ commitment to running a world-class franchise. But the practice spaces also enliven what can be a mundane experience through the course of a long season.
Meanwhile, facilities at the SAP Center create a business-like atmosphere for a team committed to the work of competing for championships. Consistent in both spaces is a celebration of the Sharks’ history and brand.
When the San Jose Sharks prepared to celebrate their 25th anniversary, they decided a large-scale makeover was in order. Advent worked with the Sharks to give the SAP Center locker room and Sharks Ice training facility dramatic updates.
The team’s notable history and their local engagement take pride of place, with bright, energetic displays focusing on playoff moments, division championships and Sharks’ involvement with fans and the San Jose community.
Photo Gallery
Challenges
- Reposition the Sharks’ brand not as an expansion upstart, but as an annual contender.
- Celebrate the Sharks’ unique teal brand color and striking logo.
- Incorporate natural tones to complement the Sharks’ bold brand.
Process
- Created a StoryMap to showcase key moments and players.
- Prototyped materials for a memorable brand moments.
- Explored forms and movement of sharks to incorporate into the design language.
Solution
- Created a uniquely branded puck display for Instagramable moments.
- Created updatable graphics to highlight Stanley Cup playoff moments and league award winners.
- Celebrated the logo and brand through historic jersey display.
