Jacksonville Stadium of the Future

The complete renovation of a new community-funded NFL stadium for the Jacksonville Jaguars is set to improve upon existing stadium conditions, including outdated and inconsistent signage and wayfinding.

As a part of our effort, we practically rebuilt the entire wayfinding system of the stadium, from level nomenclature to seat numbering. Being able to control every aspect of this system allowed for a thorough and clear understanding of signage needs. From there, we worked with all HOK disciplines (architecture, interiors, landscape, lighting, etc.) to integrate this system, as well as all signage, for a completely seamless fan experience.

I helped lead our team after a client visioning phase to develop a clear, comprehensive program that brings the stadium into the future. We took cues from the project’s signature canopy, carving out long, dynamic curves to reveal color-coded districts that guide visitors intuitively through the space and to their seat. I carried the concept through Construction Documentation, solving for all details and specifications of each sign, as well as the experiential strategy and sign messaging.

This project is set to be complete and operational in 2028.