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Lower.com Field
OVERVIEW
Three years after launching Lower.com, the company secured the naming rights to the new home of the Columbus Crew. We had 72 hours to design the logo and signage for the $314M stadium. I got the call while moving my family and our nine-month-old baby across the country. The opportunity to design a logo for a stadium was a once in a lifetime type of project. And this was just the beginning.
WHAT I WORKED ON–
Stadium logo design, Brand style guide, Environmental design, Lower.com brand activation, Digital advertising
THE OPPORTUNITY
Facade signage. Navigational signage. Our brand, in front of 20,000+ spectators at a time. The naming of a new Columbus icon. The launch of Lower.com Field meant we were no longer “the best kept secret in town.”
72 hours. Let’s go.
We went from zero to name-on-stadium in less than a week. After driving for 14 hours, I arrived at the office and sat across the table from a 24 page PDF of all of our sponsor assets.
I got to work and explored how the Lower logo I designed could integrate with “Field”, while also taking advantage of our five-letter URL to let people in the area know how to find us online.
The winning concept was the abstraction of the soccer pitch. The hard and round edges matched the construction our original logo and the intensity of the game.
Hello, game day
This is a full-fledged partnership. In the two seasons since Lower.com Field opened, we’ve hosted concerts, filmed videos, launched products, hosted company events, and installed activation touch points all around the stadium.
I led our team and worked closely with the Crew's Creative Director and signage vendor to ensure that the stadium experience was consistent leading up to opening match.
LOwer.com Everywhere 👀
From way-finding to pitch graphics, we’ve flexed the Lower.com brand to fit the space. I also came up with a convention that used the field inspired box for other areas of the stadium like our lounge.
OWNING MATCH DAYS
We aimed to have the best open house event all season and did so by sourcing and branding a photo booth, in-stadium LEDs, and creating engaging social content. We also designed an innovative in-stadium presence, including the unique "OotBox" experience, a repurposed shipping container.
I oversaw all aspects of our activation and in-stadium experience, applying my expertise to enhance fans' match day experience. It couldn't have been done without my dedicated and dynamic team. Together, we successfully elevated the brand to a household name in Columbus, OH.
RETURN ON INVESTMENT
Lower.com Field secured our prominence in the Columbus market, and beyond. Positioned alongside our news of the largest Series A investment in Ohio history, the field announcement was the catalyst for an explosion of brand presence and people interested in our product.
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A local company was really important and I think Lower.com (has) a lot of the same characteristics that we think about. Their mindset and how they approach things, it really fit into what we were doing. We couldn't be more delighted with our partnership.”
Dee Haslam, Co-owner of the Columbus Crew
