The Seattle Seahawks needed a new player entrance that would ignite excitement among their legion of loyal fans while being a magnet for the camera. The players needed an awesome moment before that rock-concert-like run onto the field.

What if the Seahawks had the best player entrance in the league?

Pro football teams only get a handful of home games each season, which is added reason to provide an awe-inspiring environment for fans everywhere. The Seattle Seahawks came to us with a need: a new player entrance that was equally awesome for players and fans as it was safe and logistically reasonable to deploy and retract. We professed our love for the chrome-laden entrance of the 90s—die-hard Seahawks fans will remember—but the future player entrance needed to be more quicksilver and lighter on its feet. We got to work on multiple concepts that hit all the engineering marks while drawing inspiration from the classic elements of the Seahawks brand. Functionality criteria that narrowed down our solutions included:

• Mechanism must be deployable by two people within one minute

• Minimum eight-foot clearance when deployed

• Must fit under existing awning when retracted

We beat up the idea by asking ourselves how it would look in the stadium and on camera. Where are the sightlines? What do you see if you’re on the 50-yard line? The nosebleeds? With all that in mind, we worked with the Seahawks to find solutions to each creative challenge, and the new player entrance made its debut for the 2024-2025 NFL season.

Scope:

• Master Planning

• Concept Design

• 3D Rendering

• Engineering

• Fabrication

• Design / Build

Related Work:

• Seattle Kraken Expansion Draft

• NHL Return to Play 2021

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Contact Us

We turned a hotel room into a themed, gamified experience where some of Pabst Blue Ribbon’s most loyal fans got a chance to connect with the brand in a new way.

What if Pabst Blue Ribbon was a place you could visit?

Pabst Blue Ribbon fans had the chance spend a night in a PBR-inspired motel room courtesy of a new branding platform that brings the Pabst experience to life. This activation came to life at the Grand Traverse Motel in the popular summer town of Traverse City, Michigan. Fans were able to spend the night in three PBR themed rooms: Dive Bar, Arcade and Rec Room.

“The idea speaks to that special place PBR has in your heart and mind. A place that’s indifferent to the passing of time, where the beer is cold and friendship is forever. And now, it is a place you can actually visit. This one of a kind motel experience evokes the vibe of summers past and present.” – Rachel Keeton, Marketing Director, PBR

Each of the rooms feature carefully thought out elements that allow visitors to experience the feeling of PBR, in spaces the brand is often enjoyed including old-style game consoles, VCR movies, record player, Juke Box, Board Games, and more.

“We were looking for a campaign that embraced the classic qualities of PBR, but would be aspirational for fans both new and old. Pabst is the Place represents all the little things that make the brand what it is.” explained Keeton. “The Motel becomes the Place, evoking that comfortable and timeless feeling of PBR for visitors to experience first-hand.”

Scope:

• Experience Design

• Graphic Design

• Custom Fabrication

• Engineering

• Run of Show

Related Work:

• K-Swiss

• Airbnb Icons Tour Bus

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Contact sandy@analogheart.com

How do you throw a 100-year birthday party for a brand? For Swansons Nursery, it was creating a themed truck and gameplay trailer to connect with new people.

What if we fused Swedish carpentry and county fair gameplay?

Swansons Nursery had an opportunity to connect with crowds in a new way by securing a spot at Ticketmaster Tailgate: a pre-game extravaganza for fans held at Lumen Field Event Center before Seattle Seahawks home games during the 2024-2025 NFL season. The folks at Swansons were leaning toward an activation, something engaging and fun that would give fans a memorable interaction with their brand.

The truck itself was decorated with the company’s brand colors and elements of their centennial celebration. The concept for the gameplay trailer was simple: make the flower grow. Inspired by classic shooting gallery style games, the idea took shape using water as the fuel to grow the flower. Players would point hose nozzles at the flower’s center, and with continued accurate spraying, the flower would rise to the top of a stem.

Scope:

• Graphic Design

• Concept Design

• Vinyl Graphics

• Engineering

• Design / Build

Related Work:

• Swansons Nursery: Santa’s Yurt

• Candy Cane Institute

• ARCO Gas Pump

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Contact sandy@analogheart.com

Live sporting events in the throes of the COVID-19 pandemic were a creative and logistical challenge of a different kind. Here’s how we worked with the NHL to bring hockey back.

What if there was no one there?

While no major league had returned to play, we knew that this problem would be solved in a variety of different ways in the months ahead. Our goal was to produce the best answer for the National Hockey League. Knowing that fan energy has always been an integral part of the game experience, how could we replace it while enhancing the at-home fan experience?

To address the empty seats, we covered the first ten rows with a graphic wrap, the light color of the graphic allowed the puck to stand out against the background. We added layers of Semi-Transparent screens, lighting towers, and built a central stage as an iconic backdrop for play. The screens provided the perfect canvas for content from teams and fans to activate the arena in between play, the lighting design further energized the space and created hundreds of new looks that had never been possible for broadcast before.

Splitting 24 teams into two hub cities meant that we needed to design for two locations and make them as similar as possible on camera. This was no easy task as the two buildings were very different in layout and seating rake. Each production team faced different challenges based on location – in Toronto it was a lack of venue drawing information and rigging points – Edmonton was more remote which created difficulty for vendors to source materials and equipment.

This was unchartered territory for everyone involved. After weeks of working remotely we had set the final plans into motion – then we had to turn our attention to making sure the production environment would be as safe as possible. We traveled 19 supervisors to Canada to lead this effort on the ground, and have proven that with the right guidelines in place, production during Covid-19 is entirely possible.

Scope:

• Art Direction

• Concept Design

• Broadcast Design

• A/V Integration

Related Work:

• Seattle Kraken Expansion Draft

• 2024 NHL Winter Classic

• Seattle Seahawks Player Entrance

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Contact sandy@analogheart.com

The stage was set for the NHL’s newest franchise to land in Seattle. We jumped at the chance to work with the Kraken from the franchise’s earliest days.

What if the stage was on the waterfront?

Our concept for the 2021 NHL Expansion Draft started on a napkin. We know our hometown like the back of our hand, which led us to a unique setting for the stage. Gas Works Park, in all its steampunk galore, is the only spot in Seattle where you can perfectly frame picturesque Lake Union and the skyline in a singular shot. It made the event as uniquely Seattle as could be.

We decorated the stage with set pieces showcasing the mystery and intrigue of the Kraken brand. The glowing Kraken eye, the tentacles piercing the water’s surface, a buoy bobbing in the background. These scenic elements helped set the stage for a day Pacific Northwest sports fans had been patiently waiting for.

Scope:

• Concept Design

• Design / Build

• Engineering

• Content Creation

• Custom Fabrication

• Broadcast Design

Related Work:

• NHL Return to Play

• 2024 NHL Winter Classic

• Seattle Seahawks Player Entrance

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Contact sandy@analogheart.com 

Our goal in creating the on-field scenery for the 2024 NHL Winter Classic was to deepen the legend of the Kraken while showcasing Seattle’s uniqueness.

What if the Kraken was swallowing a shipwreck in center field?

The Winter Classic isn’t your average hockey game. We learned a thing or two about the unique obstacles and opportunities that come with bringing hockey outdoors when we designed and built the on-field scenery for the 2014 Winter Classic. Given our previous work with the NHL and the fact that this time around, the Winter Classic was in our hometown of Seattle, we were excited to knock this one out of the park.

It took a strategic ground plan to turn T-Mobile Park’s spacious grounds into a stage for cohesive scenic design. Our goal was to weave the ominous branding of the Seattle Kraken together with the Pacific Northwest ethos we know and love. That took the form of a giant Kraken logo over the batter’s eye in deep center, a studio set designed as a boathouse, a tentacle-entangled shipwreck, a wooden dock to stage the player entrances, etc. All scenic elements were designed with fan experience and broadcast in mind, turning the emerald green grounds of T-Mobile Park’s outfield grass into a themed hockey tundra.

Selected Press:

• NHL 1

• NHL 2

• NHL 3

• CBS Sports

Related Work:

• Seattle Kraken Expansion Draft

• 2024 NHL Winter Classic

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com

We worked with Bond Events to make the Indiana 2024 Global Economic Summit feel intimate and energizing through custom scenic elements.

What if everyone had a bird’s eye view of the stage?

We love the creative challenge of turning expo halls, conference centers, and hotel flex spaces into sets for unique corporate events with some theatrical scenic moments to them. Room by room, we discussed with Bond Events what the ultimate experience would be for the crowds of guests making their way to the Indiana 2024 Global Economic Summit. How could we make a 100,000+ square foot general assembly space feel intimate for 400 guests at a time? How could we use scenery to provide moments for people to make connections?

We provided custom displays with AV and lighting effects and strategically sprinkled wayfinding signage throughout the venue. We came up with looping content solutions to make the registration areas pop, and built unique photo moments to ensure people would walk away with tactile memories.

Scope:

• Pre-Production

• Graphic Design

• 3D Rendering

• Custom Fabrication

• On-Site Supervision + Install

Related Work:

• Pabst Blue Ribbon

• K-Swiss

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com 

True North, a firefighting + industrial safety clothing and accessories company, wanted something else from their headquarters. A lobby as a gathering space and a telephone pole guided the conversation of how to capture the environment they were looking for.

What if we added a couple chainsaws?

True North had new digs and a vision. With a fresh HQ home to manufacturing, offices, and the company warehouse, they had ample room to incorporate a theme that tied the rooms together. It had to be unique and impactful while communicating what they’re all about. True North is an authenticity brand through and through, which we wanted to reflect in every detail.

It was at the top of True North’s priority list that their headquarters be a welcoming place. After an initial walkthrough, the ideas were flowing. I.e., the lobby should feel like you’re sitting around a fire with your friends and the large spaces should be designed in a way that they can host events seamlessly to accommodate and to help grow the company’s philanthropic endeavors.

Then we started talking about the audience. Who is coming to the building? What is the guest experience? From there, the ideas shifted into high gear. We installed a telephone pole and brought in a log with chainsaws so that people trying on clothing could move around like they would at work while feeling like they were in their element. This was a way to not only solve a design problem, but to invite customers in and show them that True North understands their vocation, understands their needs, and understands them.

Scope:

• Concept Design

• Experience Design

• Showroom & Lobby

• Custom Fabrication

• Custom Signage Design

Related Work:

• Pabst Blue Ribbon

• K-Swiss

• Airbnb Icons

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com

A decked-out monster bus for one of Colombia’s biggest reggaeton stars. Part of Airbnb’s Icons campaign, this wild ride would go on tour as a premium fan experience.

What if the tour bus was for fans?

Every music fan dreams of going on tour with their favorite artist, but for some special VIPs, Airbnb actually made it happen. As part of their Icons campaign, the rental property giant offered fans a chance to join Colombian reggaeton artist Feid for a week on his FERXXOCALIPSIS world tour.

Feid’s tour bus arrived in our parking lot with a monster-themed exterior and stock interior, primed and ready for some serious theming. Solving graphic, vinyl, and engineering challenges one by one, our team turned the tour bus into an immersive content haven on wheels.

We sprinkled around branded, slimed-out graphics bearing the artist’s most popular lyrics and signature catch phrases, incorporated different furs and textures to make the bus cozy yet stylish, and applied vinyl from floor to ceiling to immerse guests in Feid’s world.

Scope:

• Concept Design

• Graphic Design

• Custom Fabrication

• Graphic Installation

Related Work:

• 2024 NHL Winter Classic

• K-Swiss

• Pabst Blue Ribbon

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com 

From the Sacramento Kings to VML, the idea for an ARCO-branded in-game fan activation landed on our doorstep with a grand vision. Fortunately, magical gas pumps are right up our alley.

What if you could magically pump gas with light?

Step aside, mascots and trampoline dunks. The idea pros at VML came to us with a unique in-game concept for the Sacramento Kings: a magical gas pump as a fan experience to be wheeled on and off court during home games. Our history of making magical gas pumps was a conversation starter.

Pumping gas can be a mundane experience, but the idea for this activation flipped that experience on its head. The magical ARCO pump would generate oohs and ahhs from the crowd as each contestant would try to hit a number target. We started with the coolest, most interesting way to do it and worked back from there.

We delivered something sleek and simple. An illuminated marquee up top with responsive lighting, gamified toggles and buttons, and a light-up pumping tube were some of the pillars of what made for a wildly fun fan experience.

Scope:

• Concept Design

• Graphic Design

• Engineering

• Custom Fabrication

Related Work:

• Seattle Kraken Expansion Draft

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com 

K-Swiss branding launch stew: equal parts Rodin and Lichtenstein inspiration, expo booth magic, and a healthy appreciation for the growing pickleball market.

What if an expo booth was a gallery for a new museum?

K-Swiss wanted to do something different for an upcoming shoe launch at a footwear conference in Austin, TX. Whether it was a commercial featuring Kenny Powers as the newly crowned “MFCEO” or teaming up with Breaking Bad to make kicks fit for the lab, we’ve always liked how K-Swiss rolls. After spitballing a few ideas, we found the one.

“Welcome to MOPA,” the signs read. The Museum of Pickleball Art was the first of its kind: a tongue-and-cheek art experience dedicated to all things pickleball apparel with riffs on classic works of art. We collaborated with graphic partners to plaster a couple walls with Lichtenstein-esque adverts, sculpted The Dinker in the style of Rodin’s The Thinker, and put low-lying benches near a wall for people to gaze at a K-Swiss shoe collection the same way you’d get lost in a giant Monet.

Scope:

• Concept Design

• Experience Design

• Custom Fabrication

• Graphic Design

Related Work:

• Indiana 2024 Global Economic Summit

• Pabst Blue Ribbon

• ALL WORK

To learn more about our work, visit analogheart.com. Interested in working together? Let’s find the what-ifs. Email sandy@analogheart.com