Signage and wayfinding for a landmark entertainment venue.
Opened in 2026, the Acrisure Amphitheater creates a new destination in Grand Rapids, Michigan where music, culture, and nature converge. Designed as a state-of-the-art outdoor entertainment venue within a scenic riverside setting, the amphitheater is expected to welcome more than 300,000 visitors to downtown each year. Beyond hosting world-class performers, the amphitheater is a catalyst for public engagement in the area—strengthening Grand Rapids’ identity as a regional destination.
When Zoyes was brought in to develop the signage and wayfinding, our goal was to create a system that feels intuitive, cohesive, and rooted in a strong sense of place for every visitor. Our approach centered on creating a system that feels like a natural extension of the amphitheater’s contemporary architecture.
Client
Progressive Companies
Grand Rapids, MI
Scope of Work
- Signage + Wayfinding
- Branded Environments
- Graphic Standards
- Municipal Presentations
