Kelly Furlong Holton
Principal, Brand Activation Director / Kansas City
Kelly Holton’s design process is influenced by the philosophy that every detail, no matter how big or small, has the power to communicate a brand’s unique story and build connections with visitors. To create a successful wayfinding system, Kelly observes and analyzes, looking to the authenticity that already exists in a place, uncovering its unique qualities, identifying the potential for connectivity. Her approach to wayfinding and branded environments is driven by an understanding of human behavior and a desire to enhance experiences for fans, students, athletes, staff and visitors throughout the entire user journey. It is the glue which connects a destination, communicating both information and identity, while seamlessly integrating it into the environment.
Kelly excels at managing a complex hierarchy of naming rights, sponsors and local and corporate brands to drive exposure, engagement and achieve financial goals through visual means. Kelly has helped some of the world’s top brands and venues tell their stories including, T-Mobile, Amazon, Climate Pledge Arena and Wrigley Field.
Kelly also played an integral role in the rebranding of Texas A&M’s Bright Football Training Complex, enhancing the student-athlete and recruiting experience, utilizing a dynamic blend of storytelling, interior design and technology. Her creative and visionary work has garnered acclaim in publications such as the New York Times, Sports Business Journal, How Design and ESPN.