Bringing Big Ten Basketball to Life in Indy
Section 127 partnered with the Big Ten to design a cohesive and bold brand experience for the 2025 Basketball Tournament in Indianapolis. From downtown streets to hotel lobbies and arena interiors, every space was an opportunity to connect fans to the moment and make the tournament feel bigger than the game. Our work unified the city around the event while elevating the energy fans felt at every step of the journey before, during and after each matchup.
Immersive Branding Across the City and Hotels
Our work began well before fans entered the arena. In the heart of downtown Indianapolis, we developed large-scale environmental graphics that signaled the arrival of something special. Hotel lobbies and exteriors became welcoming extensions of the tournament’s identity—vibrant, dynamic and unmistakably Big Ten. Each location was designed to be photo-worthy and immersive, offering a seamless experience that built anticipation from check-in to tipoff. These touchpoints helped activate the city itself as a stage for the event, giving fans and partners alike a sense of excitement and belonging.
A Unified Look Inside the Arena
Gainbridge Fieldhouse was transformed into the visual epicenter of the Big Ten Tournament. Branded entry points, directional signage, concourse graphics and bowl treatments carried the identity forward with energy and precision. Every element from locker room areas to media backdrops was intentionally crafted to create a cohesive environment for players, fans and media alike. This layered experience ensured every attendee whether in the lower bowl or behind the scenes felt the full impact of the brand. The result was a tournament environment that elevated the game while making every moment feel part of something bigger.
