This Pac-12 Contender Gets Upgraded
Upon entering the Pac-12 Conference, the University of Utah needed to compete on a national level in order to sign exceptional recruits. Going head to head against some of the most powerful brands in college football (USC, Oregon, Stanford and UCLA) required Utah to raise their presence for this national stage. Football is all about emotion and each of our decisions were infused with this adrenaline and vibe. Scale, speed, impact and power were all part our design philosophy as we created the experience. The perception of the brand was a bit dated, so we took the opportunity to evolve their look with custom type and patterns. The Hall of Fame is the gateway into the rest of the building and sets the tone for the overall feeling of the space. The 4,000 sq. ft. space defines the story to the recruit and fan base by experiencing what it is like to be apart of a 100-year legacy. As we designed the space, we adorned it in Utah colors and icons, with every detail describing exactly what it means to be a Utah Ute.