Our WNBA section at the NBA Flagship store on 5th Avenue in NYC needed a revamp, and so I was tasked with coming up with some ways to make the WNBA shine more in our space on the lower level of the store. Over the course of several months, I worked along side the Lids team on new installations of signage I developed to showcase more of the WNBA’s branding, ultimately increasing our presence at the store.
The new WNBA Arch consists of 9 panels that showcase our notable fire orange coloring, logowoman, and our full logo containing the WNBA wordmark. This arch acts as both a focal point downstairs of the NBA Store, to draw more attention to our merchandise area, along with acting as a fun photo opportunity for customers & fans visiting the flagship store.
On the opposite side of where the arch stands are 3 narrow side walls: 1. where logowoman rests on a re orange background, 2. where the More Than Game tagline goes along a black wrapped wall, and 3. where all 12 of the global WNBA Team logos go down along a white pillar so that customers/fans would be able to recognize which team they are looking for, next to our jerseys. This way more of WNBA branding can be found around this section.
Next to the W section, is a 9x16 digital monitor that’s being used to promote various messaging to customers in rotation w/ the NBA’s signage. Some messaging includes, tune in awareness for both regular season national games & tentpole events, promoting WNBA App downloads, way finding, and ways on how to stay connected to the W by creating QR codes that link to our Linktree of digital platforms and the WNBA broadcast schedule.
On both the first and lower level there is some league and team specific merchandise, including team jerseys, hats, and sweatshirts and more. These rest on shelves, as well as on mannequin displays across these floors, including at the front window of the store, and main entrance. We even had some WNBA All-Star gear prior to the July 15, 2023 All-Star game for folks to purchase.
Also to note, we were recently given the opportunity to use the 5th Avenue large window banner space to promote WNBA messaging prior to the upcoming NBA season Tip-Off. It promotes tune in awareness, followed by listing out are 3 major national Disney networks, ABC, ESPN, and ESPN2 that many of our games are broadcasted on. There are also new security tower signage that are directly where one enters the store, wrapped around the detectors that customers walk through as they leave and exit the store. These promote WNBA App Download creative, in addition to “Shop WNBA” messaging.
Tools used: Adobe InDesign CC and Adobe Illustrator CC