The Challenge: When the Columbus Crew underwent a major rebranding and moved into their new home, Lower.com Field in 2021, the organization faced a key challenge: ensuring that their visual identity, wayfinding, sponsorship integrations and celebratory elements reflected the fresh brand and elevated fan experience.
Location
Columbus, OhioPartners
Legends, HNTB, Blur Workshop, Mathias CollectiveCrafting the Solution: To bring the Columbus Crew’s new identity to life, DI worked closely with ownership, architects and branding teams to develop a cohesive design master plan. This included a comprehensive signage and wayfinding system, integrated sponsor activations and immersive brand storytelling throughout Lower.com Field.
Every design decision—from entry portals to environmental graphics—was made to reflect the Crew’s bold new look and elevate the fan experience. A custom-built Circle of Honor installation added a powerful emotional layer, honoring the club’s legacy and connecting past achievements to a new era.
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Justin Wood
Principal / Sports + Higher Education Practice Director
With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations. As the Sports and Higher Education Practice Director,... more about Justin Wood
Lyndee Trost
Executive Creative Director
As a Creative Director, Lyndee brings over 20 years experience to the DI design team. With a background in print design, she understands the importance of composition and hierarchy to tell a visually impactful story. Lyndee is detail... more about Lyndee Trost