Madhouse Team Store is the official store for Chicago Bulls & Chicago Blackhawks gear, located in the United Center Stadium.
The goal was to create a brand for a store at the United Center Stadium that authentically reflected Chicago and represented two Chicago teams in one location. The project required designing multi-media assets, from print to 3D signage, while working closely with external stakeholders to define the user journey and bring the store experience to life.
We started by crafting a brand that felt authentically Chicago sports, while also designing modular systems to incorporate both team logos seamlessly. The goal was to balance team identities with a cohesive store experience.
We designed all visual elements for the store, including signage, labels, uniforms, IDs, gift bags, and other key assets. Each design was carefully considered to ensure that it scaled for consistency, durability, and flexibility across different formats.
We worked with stakeholders to define the scope and scale of each asset and coordinated closely with printers and fabricators to produce final materials that met quality standards and were ready for long-term use.
The project delivered a brand and set of assets that will serve the store for years. The brand feels authentically Chicago and provides a modular system for using both team logos across store experiences.
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