Event Branding

Madison Square Garden
New York, New York

For 2018, Section 127 created a design package for the Big Ten Men’s Basketball Tournament held in New York City at Madison Square Garden. The Big Apple is unique in many ways and the plan incorporated the elements of the city and integrated them into a design package that could be put in place over all applications. City, arena, team-specific and back-of-house decor was created for a “larger-than-life” experience for teams, fans and New York City.

Design Process

The “From Downtown” look was inspired by the iconic subway system of New York City. Much like the subway system, the Big Ten Conference teams are all connected by roads and transportation systems, as well as conference rivalries. This year, they battled it out in New York City for bragging rights and a guaranteed invite to go ‘dancing’ in the NCAA Tournament.

The Big Apple is unique in many ways and the plan incorporated the physical elements of the city and integrated them into a design package that could be put in place over all applications. Team-specific subway icons, the subway system itself, city skyline photography and images of iconic buildings were used throughout the decor to evoke the passion surrounding a championship-level event.

NYC – Stages don’t get any bigger than this.

Madison Square Garden

For the first time, the Big Ten Men’s Basketball Tournament was held at “The World’s Most Famous Arena,” among the bright lights of New York City.