Chime Lane, an OOH experience at American Airlines Center

Chime, in partnership with the Dallas Mavericks, unveiled "Chime Lane" at American Airlines Center during the Mavs' home opener of the 2024-25 NBA season in October 2024.

Located at the southeast corner of American Airlines Center, Chime Lane delivers an exclusive fast-track entrance experience along with premium rewards for members—including merchandise gift cards, complimentary refreshments, and limited-edition items at select events. This dedicated access point not only allows Chime members to bypass regular lines and enter the arena seamlessly, but also strategically enhances Chime's brand visibility and drives new user acquisition.

Role: As lead designer for the entire experience, I spearheaded the visual direction while collaborating closely with the creative director, motion designer, and production partners. I delivered comprehensive design solutions including distinctive logos, cohesive brand identity for events, and all digital and physical assets that brought the vision to life.

Conceptual strategy: The lightning bolt icon paired with dark and bright green colors elevates the Chime brand and enhances in-person experiences. The Chime Lane signals to event attendees that this path offers perks and faster progress.