Hen Zone

Lead Designer & Brand Strategist

Leveling up campus culture. Shaping the creative vision for the University of Delaware’s Hen Zone—a bold, basement gaming hub built for proud Blue Hens and nostalgic gamers alike. Designed a dynamic brand identity and player-ready environment where school spirit meets esports energy.

Project Role

Lead Designer and Brand Strategist

 

Objective

Infuse the University of Delaware’s spirit into the Hen Zone’s core experiences by integrating bold, Blue Hen–branded design elements throughout the space. Develop a complementary marketing campaign to drive awareness, navigation, and engagement in the newly renovated gaming hub.

 

Project Type

Experiential Design + Facility Branding​

Project Overview

In 2018, the Hen Zone underwent a major transformation. Once the garage doors lifted, they revealed an edgy, revamped gaming and hangout space—designed to feel uniquely Delaware.

I led the design of key branded experiences, including:

  • A custom quad air hockey table featuring a vintage Blue Hen aviator cockpit and a top design showcasing blue skies and aircraft.

  • A UD soccer-themed foosball table.

  • A UD ice hockey–themed bubble hockey game.

These standout elements gave the games a distinct Blue Hen edge and created a space that feels pridefully connected to campus identity.

To support the launch, I developed a cohesive marketing campaign to raise awareness, improve navigation, and invite students to explore the new space.

The Hen Zone Experience

Located in the lower level of the Perkins Student Center, the Hen Zone is now a high-energy space for casual play, section rentals, and competitive fun.
Open daily throughout the semester, the Hen Zone features:

  • Billiards

  • Foosball

  • Table Tennis

  • Quad Air Hockey

  • Board Games

  • PlayStation 3, Wii U, and Xbox One video games

The Hen Zone is more than a game room—it’s a home base for Blue Hens to relax, compete, and connect.

 

Branding Examples

Marketing Examples