New buildings demonstrate the physical impact of philanthropy. Texas Tech University’s Sports Performance Center is no exception. The achievement and drive of the school’s student-athletes inspired event collateral and a booklet commemorating this new training and competition venue.
As construction neared completion, Texas Tech University looked to celebrate the opening of the Sports Performance Center, a $48 million building comprised of an indoor track and field venue, indoor football practice field, sports medicine and nutrition spaces, and a strength and conditioning center. It was among the largest projects funded by The Campaign for Fearless Champions, and from its ambition to impact each of the school’s more than 450 student-athletes to the litany of facilities under its sweeping roofline, everything about the facility was dramatic.
To honor the donors who made the project a reality and the student-athletes who would benefit, our design needed to capture the school spirit and dynamism of collegiate athletics. For the October 2017 grand opening, we crossed the finish line with an invitation and event collateral for alumni and donors attending the event and followed through with a brochure to share the news with a nationwide audience.
In its school song, Texas Tech refers to its students as “fearless champions,” a term the athletics department has used to capture the aspirations of its student-athletes and brand its ongoing philanthropic campaign. We paired the vibrant red in the school’s colors with equally strong typography to extend the campaign’s brand identity throughout the event collateral.
A foil-stamped sleeve of red UV paper encased the invitation and referenced its red duotone background. To communicate the campaign’s momentum, we took inspiration from the forward-leaning posture of athletes in mid-sprint and created a stripe motif using the forward slash.
To accommodate everyone from kickers to pole vaulters, the 156,000-square-foot Sports Performance Center is purposefully cavernous. For the grand opening, organizers needed to define a more intimate space within the venue. We designed a series of panels that framed the speaker, created a human-scaled focal point and branded the event.
Continuing the invitation’s themes, the environmental graphics prominently featured the stripe motif and the school’s logo. Student-athlete photos illustrated the facility’s focus on nutrition, football, track and field, and strength and conditioning. Placing the campaign logo on the lectern emphasized the event’s philanthropic message for media.
Following the grand opening, Texas Tech’s athletics director wanted to showcase the Sports Performance Center to NCAA Division I coaches and Texas high school athletics directors while acknowledging the contributions of project donors. We created a commemorative booklet that highlighted both the facility’s architecture and its philanthropic origins.
Part magazine feature, part photo essay, the booklet’s concept created flexibility for sidebars, pull quotes and other layout features that empowered the reader to scan for content or dive deeply into the narrative. Weaving together portraiture, event photos from the grand opening and architectural photographs, the visual elements of the booklet furthered the storytelling for general audiences and donors alike.
The booklet’s design built on elements of the invitation and event graphics. Photos used for the event’s panels were repeated on the inside covers in the stunning red duotone from the invitation. Inside, a group portrait of student-athletes from each of the 17 sports at Texas Tech introduced a feature story that combined the perspectives of project donors, student-athletes, coaches and administrators.
By using a consistent design, the event collateral, environmental graphics and commemorative booklet amplified the story of the Sports Performance Center. Drawing inspiration from collegiate athletics and university traditions, the bold designs commemorated, celebrated and communicated the best-in-class features of an incredible building and the generosity that made it possible.
Bronze Award, Publication Design
Council for Advancement and Support of Education, District IV 2019
Bronze Award, Portrait Photography
Council for Advancement and Support of Education, District IV 2018