Sometimes the best ideas are right under your nose. This was definitely the case during Nissan North America’s (Franklin, TN) recent rebranding of Nashville’s Bridgestone Arena. Local design shop Hatch Show Print was chosen to handle the design work, and fit perfectly with company’s desire to use local talent, and be truly “Nashville Proud.”
The arena is home to the NHL’s Predators, but, since hockey season only lasts seven months, the project’s graphic impact would be lessened during other events if it focused solely on hockey imagery. The campaign required a more general appeal.
“After the ad copy was written and approved, we let Hatch Show Print do their thing,” said Jeremy Tucker, Nissan NA's vice president of marketing. “And we were thrilled with the result.”
This level of creative freedom, though rarely given, often pays off.
Using wood-block type characters and the printing press’ distinctive horizontal line work, the typography mimics the look of Hatch’s iconic music posters. The graphics also follow suit, with a simple folk-art feel, long emblematic of “Music City” and its design language.
This synergy had the desired effect of connecting Nissan with Nashville at its very core level, and in a way that tourists and natives alike could appreciate.
The full scope of Hatch's work for the arena includes hand-printed posters, digitally-printed banners and large-format backlit graphics installed at sponsored locations inside the arena.
The stylistic repetition reinforces the message and gives the system a greater impact than merely the sum of its parts could provide.
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