Infinite Scale is a producer, DJ, broadcaster, and musician.

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Album: Infinite Scale - Sound Sensor (toy20, 2005)Buy: Check out Infinite Scale:
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Sound Sensor by Infinite Scale

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  • Infinite Scale found working with the Vikings particularly gratifying. Yes, the design challenges were complex, the construction timeline was compressed, and the collaboration and approval processes were multi-layered. But that's the norm in almost all Infinite Scale's projects. The firm's sharp focus on sports resulted in executed designs that are appreciated by the Vikings, their brand partners and fans alike.

    Infinite Scale's U.S. Bank Stadium work is distinguished for a number of reasons. For one thing, this stadium is dedicated to public of the region, who partially funded its construction, with the Vikings its primary tenant and major funding source. While the stadium is designed for multiple uses, the Vikings enlisted Infinite Scale to create a decidedly home field advantage through rich Vikings branding and storylines. Here, the Viking's story could be richly interpreted in the designs and the Vikings have a great story to tell.

  • Infinite Scale is proud to have had some role in defining that experience and in how those core values manifest to the fans. Baehr says it was a great multi-faceted project for Infinite Scale. Brought to the table for their partner integration expertise, they also designed most of the Vikings brandings: things like the Ring of Honor (retired players), game day player banners and more. Their experience with new venues let them play an additional role in facilitating coordination on aspects of the construction that hadn't been thought about. "Conceptually," says Zack Norman, "The design process starts by understanding the building and how people will move through it, where and how things will be attached, and whether they will be permanently fixed or temporary." The designers look at architectural plans, colors, finishes, lighting, site lines, touch points, and then locate all potentially competing wayfinding and concession signage, sprinklers, speakers, antennas, conduits, IPTV systems and other elements to understand how they'll coexist in the stadium and if they will compete. In the U.S. Bank Stadium, there is also $4-$6 million worth of art installations to consider. "We brought something different and special to this project and, while it is part of the business, that layer doesn't usually hit the project description as a discussion point."

    For instance, Vikings team history was integrated into many graphic touch points around the stadium, such as team and legacy banners throughout the concourse and a Vikings historical timeline. Infinite Scale's work with the partners assured that unique spaces like a Polaris Indian Motorcycle experience and Ecolab Gate combined their own brand with the Vikings brand in a meaningful way that showcase their brand while also enhancing the Viking fan experience.

    A Spectrum of Infinite Scale
    Studio album by Man or Astro-man?
    Released 2000
    Genre Electronic music/Experimental music
    Label Touch and Go Records
    Man or Astro-man? chronology
    EEVIAC operational index and reference guide, including other modern computational devices
    (1999)
    A Spectrum of Infinite Scale
    (2000)
    A Spectrum of Finite Scale
    (2001)

  • EEVIAC operational index and reference guide, including other modern computational devices
    (1999)
    A Spectrum of Infinite Scale
    (2000)
    A Spectrum of Finite Scale
    (2001)

    Looking back over eighteen months of brand integration work for the Minnesota Vikings at U.S. Bank Stadium, both Jim Baehr, the project's principal and Zach Norman, the project's design director, are excited about what Infinite Scale (Salt Lake City) achieved in the new $1.1 billion venue. They consulted on the stadium's name signage and they worked closely with the Vikings in-house marketing and design staff to create and install permanent and seasonal Vikings branding throughout the stadium. Most challenging, they consulted on, programmed or designed signage and graphics systems for the Vikings 14+ partners (aka sponsors) that successfully reflected each partner's brand while complementing the building's architecture and--most importantly--integrating seamlessly with the Vikings brand.

Infinite Scale by Joel Nieman on Prezi

"Teaming up with Infinite Scale helped to ensure that all partner brand touch points were holistically integrated with the San Francisco 49ers brand, and the Levi's Stadium venue brand," said Ali Towle, Vice President of Marketing for the San Francisco 49ers. "They know that defining the brand strategy up front is critical to maintaining brand integrity and they acted on our brand strategy throughout all phases of the project. Infinite Scale is one of the chief reasons why Levi’s® Stadium is so clean and why all brand activation ideas are so complementary to each other." – Ali Towle, VP – Marketing, San Francisco 49ers.