Problem: The general admission entrances and the Capital One Cardholder entrance lacked distinction, energy and strategy. Fans could be in both and not realize one allows early access and a shorter line just for showing their Capital One Card. 

Solution: Using customer research, journey maps, and walk-throughs, we focused not only on the benefits of being a Capital One customer on-site but also what it means being a fan. This led to two distinct experiences focused on the energy fans deserve when they arrive to cheer on their favorite team. We also built a design system so there would be a brand identifier to our products without the visual friction that may occur when showing all of the card colors in close proximity.

The Capital One Cardholder entrance, which requires a Capital One credit or debit card to enter, includes a blue carpet experience driving exclusivity, FOMO and word-of-mouth chatter throughout the night for our VICs (Very Important Cardholders).