CAA enlisted Freitas Design Group to transform the arena into a fully immersive, branded fan experience — and we delivered from concept to execution.

The creative strategy was built around a single, powerful idea: CAA is always part of the journey — from a player’s first steps on the ice to representing her country on the world stage. That narrative drove everything: bold environmental graphics, interactive installations, branded concourse takeovers, and rink-side activations that brought the CAA brand to life across the entire venue.

The work earned award recognition, drove meaningful fan engagement, and positioned CAA as a proud, visible supporter of women’s hockey across Canada, raising the profile of both the brand and the championship itself.