New Jersey Hall of Fame: Entertainment & Learning Center
Design Studio: C&G Partners
Development: Cortina Productions
Located in the American Dream complex in East Rutherford, the New Jersey Hall of Fame Entertainment and Learning Center (NJHOF ELC) celebrates the Garden State's rich heritage, honoring its legendary figures while inspiring visitors of all ages. Spanning 10,000 square feet, the center combines timeless memorabilia with immersive, interactive exhibits that highlight the achievements and values of New Jersey’s most remarkable individuals. Inductees come from diverse categories, including entertainment, sports, the arts, business, innovation, and local heroism, showcasing the state’s unparalleled talent and spirit.
Exhibition, Identity, Animation, and Digital Design
Inherited Logo and System
When creating the identity for the Entertainment & Learning Center (ELC) at the New Jersey Hall of Fame (NJHOF), we aimed for the forms and ideas to feel familiar. We intended to synthesize the clichés often associated with New Jersey—like the neon lights of diners, kitschy road signs, or marquees at the shore—with the original elements of the NJHOF brand, such as its logotype and concentric circles.
Neon in Use
With this concept, we designed a bespoke typeface based on Verlag, specifically intended to be crafted into neon signs for the ELC’s entrance and various rooms. This typeface became a central part of the overall design system, serving as the display font for all graphics.
Philosophically, we envisioned the neon and concentric circles as symbols of the inductees’ influence, radiating outward to inspire people from New Jersey and beyond. For example, Bruce Springsteen’s music has sold over 140 million albums worldwide. The concentric circles and neon elements further reinforced the idea of stardom, which inspired us to create a looping, flickering star background—a playful representation of this galaxy of stars.
Graphic Panel System
We also integrated the concentric circles into the physical space of the “Great Hall,” the ELC’s largest room, making them a striking feature visible from the mall’s hallway. To honor each inductee, we created a wall of plaques with a prominent LED circular screen at its center displaying induction speeches. The illuminated plaques are programmed to radiate outward and flicker unpredictably, extending the narrative of a vibrant, dynamic galaxy celebrating New Jersey's legends.
Interior Shot
In front of the large plaque wall stands a massive New Jersey-shaped interactive map, developed in collaboration with Cortina Productions. Surrounding the map are artifacts from inductees, ranging from a typewriter belonging to William Carlos Williams to an iconic jacket worn by Jon Bon Jovi. When visitors approach the map, they can select a floating inductee to learn more about them. This koi-like pond features an endlessly circulating pool of inductees, who rise to the surface before gently sinking back down again. The “floating circle” design, showcasing each inductee's name and photo, is used consistently throughout the space in printed materials and motion graphics.
Interior Shot
Collaboration with NJ graffiti artist, Indie184
We recognized that a modernist or minimalist approach to New Jersey would feel too reserved and not entirely faithful to the state’s character. Much of what defines New Jersey is its kitschy charm. Whether it’s diners that recall a past time, Lucy the Elephant at the Jersey Shore, or even the legendary “Jersey Devil,” New Jersey has a playful, welcoming spirit.
Animation Examples
This character is reflected in various rooms and sections of the ELC, where visitors can enjoy karaoke, a movie theater, graffiti mural that could be seen in Jersey City, 4D rides reminiscent of those found in malls, immersive experiences, and artifacts from the ELC’s inductees.
These experiences incorporated motion elements, from our original concentric circles, neon lights, and galaxy-inspired treatments to inductee-related artifacts and media. For example, Carl Sagan’s Cosmos series opens with a journey through space, where stars, planets, and galaxies sweep past the viewer. We took this motif literally, replacing stars with our “floating circles,” a recurring design used throughout the ELC.
Interactive Map
We extended this idea to the two massive screens outside the ELC, designed to entice visitors. These screens showcase what we call “banger moments”—iconic clips like Whitney Houston singing the National Anthem at the Super Bowl or Buzz Aldrin walking in space. Beyond capturing attention, the screens also serve practical purposes, such as highlighting events and showcasing the NJHOF’s impact on New Jersey communities.
We aimed to incorporate a touch of kitsch throughout the ELC. To achieve this, we designed custom road signs and marquees inspired by vintage signage from 1950s New Jersey. Rather than replicating these designs exactly, we simplified and modernized them through the lens of the ELC’s branding.