Working as part of Jay Cross’s architectural team, world renowned architects Arquitectonica in conjunction with HeinleinSchrock, Gottschalk+Ash was brought on board to develop the arena’s architectural branding and wayfinding system for the city’s hottest landmark.
Gottschalk+Ash's role quickly expanded to cover the entire arena identity, including donor and parking signage, coordination of all arena advertising, food cart designs and an adaption / refinement of the Miami Heat logo. The firm also designed a logo for the Miami Eagle, the basketball franchise’s yacht.
Gottschalk+Ash was involved as part of the architectural team in every facet of the arena’s identity and graphic expression, from its visibility on the waterfront to the building identification at vehicular approaches and pedestrian walkways, to naming of concession and retail opportunities.