STATE FARM WNBA: WITH THE ASSIST

CLIENTS: STATE FARM   AGENCY: GAME SEVEN  ROLE: SR. SPATIAL DESIGNER

At WNBA All-Star Indy 2025, State Farm redefines presence with a dynamic, high-energy booth centered on the theme “With the Assist”.

WNBA All-Star Weekend | Indianapolis 2025 | Convention Center

History & Legacy
Opened on November 6, 1999, the arena was built to replace Market Square Arena and was originally called Conseco Fieldhouse. It was later renamed Bankers Life Fieldhouse before becoming Gainbridge Fieldhouse in 2021


Serving as the home for the NBA’s Indiana Pacers and WNBA’s Indiana Fever, the venue holds approximately 17,274 fans for basketball games, with room for nearly 19,000 during concerts

DESIGN PLANNING

There are three main phases of the experience - tunnel walk, basketball shooting “with the assist”, and the merch counter.

DESIGN ELEMENTS

Rooted in the energy of the game and inspired by the State Farm “With the Assist” campaign seen nationwide, this All-Star activation brings the brand’s message to life with boldness, clarity, and style. The experience is elevated and sleek, with clean forms, premium materials, and a consistent design language that speaks to both modern sport and cultural relevance.

THE EXPERIENCE

The journey starts at the Tunnel Walk, where guests enter through a series of backlit graphic panels, featuring brand visuals. It’s an elevated photo moment, where fans walk the runway like pros, with light washing over them as cameras capture their stride.

The experience opens into a half-court activation zone centered around a rotating wall with two hoops—one on each side. The “With the Assist” side features a larger hoop, rewarding team play and making it easier for fans to score when they pass or interact with others. The court is surrounded by floor-to-ceiling LED panels, creating a dynamic backdrop that reacts to gameplay and energizes the space.

Guests exit through a branded merch counter, where participation unlocks exclusive State Farm x WNBA All-Star giveaways—signature T-shirts, accessories, and fan-favorite keepsakes.