X

1,600 people in 24 cities living 4 values for 1 goal:
To use design to help our clients succeed.

We create exceptional environments that meet our clients' most complex design challenges.

We inspire people through our work by expressing timeless cultural, organizational and personal values.

We connect people and place with ideas that come from many minds and imaginations.

We care about serving our clients, enriching lives, improving communities and protecting our natural environment through design.

We are a global architecture, design, engineering and planning firm.

中文
60+ Years of Design + Innovation
Search
27 June 2017

James Braam and Shawn Sanem Discuss Designing Branded Campus Recreation Facilities

Director of Sports + Recreation + Entertainment James Braam and Senior Graphic Design Specialist Shawn Sanem spoke with Athletic Business about designing branded experiences for campus recreation facilities.

“In the expanding marketplace of recreational fitness, branding becomes an important part of an entity’s business vision and vision of self. How can you get consumers to not only identify your brand, but identify with your brand? Branding is more than just a marketing strategy; it’s a celebration of space and identity that culminates in an immersive experience for the end user.”

“At Utah State University, the recreation department took things a step further by integrating their brand identity into the very walls of the Aggie Recreation Center. James Braam, senior vice president and director of Sports + Recreation + Entertainment at HOK, emphasizes his team’s holistic planning approach, and the responsibility team members felt to produce an integrated design that responds not only to the context of the campus, but also to the larger context of the region.”

The visioning process for the ARC involved university leadership, campus recreation staff and students coming together as a team to create a cohesive brand identity that is consistent across the building concept, interior spaces and graphic design. At the outset of the visioning process, project manager Doug Barraza coordinated a wilderness retreat with students and university staff. Between paddleboarding and team hikes in the mountains, the artistic vision for the ARC coalesced into a celebration of Utah State’s active lifestyle. “The retreat allowed us to immerse ourselves in the climate, in the region and in the experience,” Braam says.

More:

Athletic Business