Featured · New Store Design

Phoenix Mercury

In partnership with Gensler, we designed, built, and installed a fully custom system of monumental signage and branded environments that brought the Phoenix Mercury’s new facility to life in just six months.

misc sf - 6 month timeline

Client

Player 15 Group

Phoenix Mercury

Discipline

New Store Design

Concept Design, Build, Installation

Footprint

Misc sq ft

Phoenix, Arizona

Build window

6 months

Concept to doors-open

01 / The Brief

The Brief

In partnership with Gensler, we had the opportunity to help bring the Phoenix Mercury’s new facility to life through a fully custom signage and environmental branding program—designed, engineered, fabricated, and installed from the ground up.

The scope included oversized dimensional signage and one-of-a-kind branded elements across multiple key zones, including the main entrance and lobby, training and workout facilities, practice court, locker room, and sponsor branding. Each piece was thoughtfully developed to complement Gensler’s architectural vision while creating bold, unmistakable moments of Phoenix Mercury identity throughout the space.

With ownership pushing to complete the entire facility within an ambitious one-year timeline, our portion of the project moved from design development through fabrication and final installation in just six months. The accelerated schedule demanded constant collaboration, rapid problem-solving, and precision execution across every phase.

The result is a collection of monumental brand moments that feel integrated into the architecture rather than simply applied to it—bold, dimensional, and built specifically for the Phoenix Mercury and the next chapter of the organization.

02 / Services

Our Responsibility

A full 360-degree approach encompassing creative direction, concept design, design development, engineering, fabrication, project management, and installation—from initial vision through final execution.

Concept Development 11

01

Animation

We create animation that brings concepts, spaces, and brand stories to life in motion.

02

Commercial Office

We design commercial offices that balance brand expression with how the space actually needs to function.

03

Digital Rendering

We produce photoreal digital renderings so you can see and sign off on a space before anything is built.

04

Experiential Activation

We create immersive, on-brand activations that bring people into the story and make it memorable.

05

Graphic Illustration

We develop graphics, illustration, and visual systems that give the environment a consistent, ownable look.

06

Live Event

We design live events and environments that put the brand at the center of a shared, in-person moment.

07

New Store

We design new retail stores from layout to finishes, creating environments that sell and reflect the brand.

08

Remodel

We remodel existing spaces to refresh the experience, improve function, and bring the environment back on brand.

09

Showroom

We design and outfit showrooms that present product and brand in their best light for buyers, press, and partners.

10

Special Projects

We take on one-off, high-concept builds and brand moments that fall outside the usual scope and need a custom approach.

11

VR Experience

We build virtual reality experiences that let people explore a concept or space interactively, anywhere.

Production 9

01

2D Print

We manage 2D print production for graphics, signage, and large-format pieces with tight color and quality control.

02

3D Print

We 3D print prototypes, props, and production parts that would be difficult or costly to make any other way.

03

Analog Fabrication

We fabricate by hand and by machine — carpentry, finishing, and craft that turn drawings into real objects.

04

Digital Fabrication

We use CNC, laser cutting, and other digital tools to fabricate precise, repeatable components at any scale.

05

Engineering

We engineer displays, fixtures, and structures so they are sound, buildable, and ready for real-world use.

06

Installation

We handle installation end to end, turning drawings and fabricated pieces into finished environments.

07

Project Management

We manage budgets, timelines, vendors, and logistics to keep complex projects moving and on schedule.

08

Quality Control

We inspect and quality-check every element before it ships or installs so the finished result meets standard.

09

Shop Drawings

We produce detailed shop drawings so every piece can be fabricated, permitted, and built accurately.

Visual Merchandising 10

01

Assortment

We help curate product assortments that align with the brand, the space, the customer, and the merchandising strategy.

02

Copywriting

We write clear, brand-aligned copy for displays, signage, product messaging, and customer-facing moments.

03

Fixture Systems

We design and specify fixture systems that flex with the assortment while keeping the presentation consistent.

04

Floor Plan

We develop floor plans that organize space, fixtures, and flow for a more effective customer experience.

05

Installation

We manage and execute in-store installations with attention to detail, timing, materials, and the finished experience.

06

Planogram

We build planograms that place merchandise with purpose, using hierarchy and behavior to guide attention and support sales.

07

Prop Sourcing

We source materials, props, fixtures, and display elements that support the concept, setting, and brand story.

08

Store Maintenance

We support ongoing store presentation by refreshing displays, adjusting layouts, and keeping standards in place.

09

Styling

We style spaces, displays, and product moments to create a clear visual story that feels intentional, branded, and memorable.

10

Training

We train teams to understand, maintain, and execute visual standards so the brand experience stays consistent over time.

04 / Impact

Building the Mercury Into the Architecture

Six Months. One Entirely New Brand Environment

Square feet

A collection of multiple activations throughout the space

Months

Understanding what’s built. Designing into the next phase

Visitors + Employees

Experience these spaces daily.

" “WAYLA took our vision and made it monumental, delivering custom brand moments throughout the facility that feel unmistakably Phoenix Mercury and completely integrated into the space.” "