Ceci's Portfolio

OVERVIEW

Madison Square Garden is globally recognized as an iconic hub of entertainment.

PROBLEM

MSG's current identity:

fails to capture the energy and diversity of its live experiences
presents the brand as static and traditional rather than adaptable and forward-thinking

SOLUTION

Proposed visual identity:

introduces a dynamic and adaptable design system that reflects the excitement of live events
communicates innovation and versatility while preserving MSG’s iconic legacy

MY ROLE

Dynamic System Designer

TEAM

Thalia Merino
Gina Lee
Shalika Thappali
Cecilia Garcia

TOOLS

Figma, Illustrator, After Effects, Spline, Flora AI

DURATION

3 months

TABLE OF CONTENTS

01

BRAND PROFILE

01

BRAND PROFILE

01

BRAND PROFILE

02

VISUAL IDENTITY

02

VISUAL IDENTITY

02

VISUAL IDENTITY

03

APPLICATIONS

03

APPLICATIONS

03

APPLICATIONS

01/BRAND PROFILE

MSG has a reputation that is as extensive and grand as the services it provides. The establishment of this strong identity is designed to be just as engaging and exciting as the experience one would have at MSG itself.

CORE VALUES

Innovation, Creativity, Resilience, Community, and Achievement (Symbol of Success)

TONE OF VOICE

Powerful, Authoritative, Pioneer, Welcoming, and Engaging

PRIMARY TARGET AUDIENCE

Music Fans aged 20-25 seeking connection to their favorite performers.

SECONDARY TARGET AUDIENCE

Family-oriented Sports Fans (ages 5 to 50), seeking team spirit and shared adrenaline.

02/VISUAL IDENTITY

MSG’s identity is built around the idea of constant transformation. The system uses a modular, ever-changing box that captures the energy of live events and the legacy of a venue that’s always evolving.

-> The Ever-Changing Box.

MASTER LOGO

Shaped by MSG’s history,

the mark merges the square of the original Garden with the circle of the current arena, creating a simple form that bridges past and present.

Shaped by MSG’s history,

the mark merges the square of the original Garden with the circle of the current arena, creating a simple form that bridges past and present.

Shaped by MSG’s history,

the mark merges the square of the original Garden with the circle of the current arena, creating a simple form that bridges past and present.

LOCKUP

Modular design

The lockup uses the square and circle as a flexible system, shifting across formats while keeping the identity clear and consistent.

Modular design

The lockup uses the square and circle as a flexible system, shifting across formats while keeping the identity clear and consistent.

Modular design

The lockup uses the square and circle as a flexible system, shifting across formats while keeping the identity clear and consistent.

03/APPLICATIONS

The design system builds on Crocs’ bold visual identity, using playful gradients, clear type scales, and a consistent icon set to create a more immersive experience. It keeps navigation simple and intuitive while maximizing the brand’s personality online.

-> A welcoming, lively interface keeps people curious and engaged.