Long-standing client Infront Sports and Media wanted to develop a concept for a VIP Hospitality Area at the 2015 IIHF Ice Hockey World Championship. It was to feature and showcase the Infront brand across a variety of future applications at sporting events and venues around the globe. The aim was to present Infront as a leading international sports marketing agency, and increase brand awareness amongst the target market of commercial partners, sponsors, rights holders, broadcasters, federations and guests from the sports industry. The new environment was first used at the O2 Arena Prague for the 2015 IIHF Ice Hockey World Championships, and the materials were to be used again in different locations for future Infront VIP Hospitality Areas. The identity of the VIP Hospitality was inspired by the red circle in the Infront logo, and a new dynamic version of this was developed to use across all venue areas and items, including a giant red circle at the main entrance.