Once-in-a-Generation Opportunity

Hughes Stadium, built in 1968, was located five miles west of campus.

Hughes Stadium, built in 1968, was located five miles west of campus.

In 2016 Colorado State University committed to building a new on-campus, multi-purpose stadium. CSU Football’s previous home, Hughes Stadium, opened in 1968 and was located five miles west of campus in the foothills of Fort Collins. While the setting was scenic, that stadium had outlived its usefulness and engagement opportunities were limited as alumni and fans would completely bypass campus on their way to Hughes. Set to open in 2017, the new on-campus stadium would be one of the most transformational events in the University’s history, as we welcome more than 40,000 Rams fans back to campus for every home game.

Creating an Experience that’s About More than Football

When building the stadium, the University’s objective was to create a place that would serve as a nexus – a gathering place for alumni, fans, friends, and the Colorado community. This was an ambitious goal, as most football stadiums are multi-million dollar shrines dedicated solely to football. My team was brought in to bring this broader perspective to the stadium by designing environmental graphics for the concourse, Hall of Champions, and premium seating areas.



Create a stadium and game day experience that reflects Northern Colorado’s values, lifestyle, and culture.


Northeast and Northwest Concourse

The architect’s original renderings of the Northeast and Northwest concourse walls.

The architect’s original renderings of the Northeast and Northwest concourse walls.

When brought into the project, we immediately adapted all of the architect’s plans for environmental graphics to reflect our new strategy. The idea was to create a visual ‘love letter’ to campus and the Fort Collins community in the stadium’s most public spaces; and to create a timeless experience that celebrates the University’s history in premium settings.

The Northeast and Northwest concourse walls above the New Belgium Porch represented a prime opportunity to create fan engagement and demonstrate the University’s commitment to community. We saw these highly visible, highly accessible installations as an opportunity for fans to share social proof of their stadium experience.


The Northeast concourse wall celebrates Colorado State University with throw back spirit branding. The wall is very popular on Instagram, as our students often post selfies in front of it before moving to their seats in the student section.

The Northwest concourse wall celebrates Fort Collins and the surrounding area. The wall leads into general fan seating, with the stadium’s premium spaces sitting above.


Since the stadium’s opening, hundreds of images have been posted to social media, with the concourse walls being the second most photographed part of the stadium, trailing only the field itself.


Markley Family Hall of Champions

A timeless, branded experience that honors the best of CSU football’s storied history.


Premium Spaces

 The Orthopaedic & Spine Center of the Rockies features an overhead backlit Ram’s Head logo, the school fight song, and pillars that reference different periods in the school’s history with past logos.


Throughout the stadium, we set out to honor CSU’s rich history and traditions.


Stadium Development:
Creative Director: Elias Martinez
Designers: Lauren Kroll, Cameron Nelson, Tyler Sinnott, Adam Mendez, Steve Hamaker, Cameron Kinchen, Joe Cooper
Production: Mark Hanson