American Airlines Center – TXU Concourse

Dallas, Texas, USA


  • Master planning
  • Writing and content development
  • Attraction planning and design
  • Graphic design
  • Project management
  • Art direction

Project Description:

As one of main sponsors of American Airlines Center, TXU Energy wanted to reach out to its diverse audience with a fun, memorable experience conveying the Texas-based company’s history, mission and services. Working with TXU’s in-house team, JRA designed and produced a series of themed environments, graphic elements and interactives to help the company use its sponsor concourse to its best advantage.

By combining basic corporate messaging with sports fundamentals and team trivia, the concourse’s interactives and environments were designed to appeal to fans on a variety of levels. The result was an exciting sponsorship zone that quickly became a facility favorite.

Ready to turn your dream into a reality?