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Iowa State University: Jack Trice Stadium North End

DI understood our vision and offered a fresh perspective to create these unique stadium experiences,

capturing the heart and history of ISU athletics.

Nick Joos, ISU Senior Associate AD, Communications

 

 

Named after Iowa State University’s first African American student-athlete, Jack Trice Stadium is a historic, tradition-filled landmark on the ISU campus. After collaborating to transform the Jacobson Athletic Building in 2019, ISU stakeholders turned to DI once again to help revitalize the stadium’s North End through three unique experiences.

 

"Through this partnership, we were able to further create an emotional, elevated gameday environment inside Jack Trice Stadium with the added bonus of shareable photo-ops for our student-athletes and recruits in our new Sports Performance Center,"  Nick Joos, ISU Senior Associate AD, Communications, said.

 

 

The Tunnel Experience

Tapping into our tenured experience in collegiate sports facility design, DI got to work on the home-team tunnel with a cardinal and yellow-tinted vision. Our goal was to take the existing space and create an energy-filled, heart-racing environment designed to hype the Cyclones as they storm through the tunnel on game day. 

Inside the tunnel, massive face-lit letters line the ceiling, spelling “CYCLONES” from entry to exit, with bright hues of red illuminating the concrete walls. In addition to the tunnel’s interior, DI designed, built and installed branded ISU football signage upon the tunnel’s entry, accompanied by the Jack Trice logo patch, symbolizing solidarity against racism and discrimination.

Near the exit, oversized aluminum “WE WILL” letters occupy the wall, commemorating Trice’s famed letter he wrote the night before his untimely passing. Built with a thick powder coating, the symbolic letters are meant to withstand all hand slapping and helmet banging. DI added strobe lights to mark the tunnel’s exit and surrounding corridor to complement the stadium’s “Weather Alert” as the Cyclones rush the field.

 

All-American Wall

Working from existing architecture, DI elevated a second stadium experience designed to honor every ISU All-American athlete and recognize two influential donors. Located outside of the renovated North End entry, the new-and-improved All-America Honor Walls serve as a comprehensive tribute to ISU greats, now with a classic, refined look.

With a polished gold finish, the two paneled walls are etched with a running list of honored athletes, their sport and induction year, accompanied by three possible icons – a tree representing All-American Grove status, a Cyclones logo for ISU Athletic Hall of Fame Members, and an NCAA logo patch to distinguish National Champions. 

DI designed the updated All-America Honor Walls not only to be a sleek and comprehensive experience but also as an evergreen tribute, allowing the university to add newly awarded ISU All-American athletes as time goes on.

 

 

Stark PerformaNce Center Photo Op  

What’s a 21st-century stadium without an exciting photo op for student-athletes, recruits and special visitors? ISU stakeholders were looking to add an interactive element inside the repurposed space but were uncertain of what that might be. ISU turned to DI to brainstorm this one-of-a-kind, wow moment to life. 

Three massive ISU football helmets built by Tivoli Too line the cardinal red wall, offering a larger-than-life photo op Cyclone fans will cherish forever (and share on their social media). Sitting over seven feet off the ground, DI meticulously designed these supersize helmets to look like the real deal – all the way down to their glossy, ISU-branded shells and tinted visors. 

As collegiate athletic programs compete on and off the field, creating a memorable stadium experience is paramount – for the team, the fans, and the university. Through distinguished experience design, branded storytelling and a whole lot of Cyclone spirit, DI was honored to help create an unforgettable gameday experience throughout the legendary Jack Trice Stadium.

 

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Justin Wood

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 Justin Wood 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, Justin feeds his passion for developing matchless, engaging experiences for our clients by focusing on dynamic environments. He has led the charge of building these practice portfolios through developing sponsorship activations, halls of fame and immersive branding experiences.

His leadership in projects help clients and brands improve the pro and collegiate experience by connecting their story to interactive and physical environments. Justin’s resume also boasts seven years of running his own design-build consulting company.

Justin’s portfolio of projects has appeared in multiple sports market publications, and he has presented at ALSD, SEGD’s Dynamic Environments series and at multiple Sports Business Journal workshops. Justin was named as an SBJ Power Player in 2020.

Eric Buckels

Eric Buckels

Associate Account Director

As an Associate Account Director, Eric’s primary focus lies in actively listening to and comprehending his clients’ requirements, enabling him to guide proficient teams that excel in problem-solving and crafting exceptional... more about Eric Buckels Eric Buckels Eric Buckels Associate Account Director

As an Associate Account Director, Eric’s primary focus lies in actively listening to and comprehending his clients’ requirements, enabling him to guide proficient teams that excel in problem-solving and crafting exceptional experiences within DI's sports and higher education practices. Eric possesses a distinctive talent for anticipating issues and swiftly devising solutions while cultivating trust among his clients and project collaborators.

With a wealth of experience spanning diverse project types encompassing sports heritage, experiential branding, immersive technology, sponsorship activation, recruitment and retention strategies, Eric brings a comprehensive approach to guiding clients seamlessly through every phase of their projects. Each successful project has enriched his ability to create impactful and innovative solutions tailored to the ever-evolving landscape of sports and higher education experiences.

 
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Every big opportunity starts with a small step forward. We're here to help you! Let’s jump on the phone, say hello, and discuss your virtual meeting or experience need, in a quick 15-minute FIT call. Prefer email? That's cool, too! Drop us a line - we're always happy to connect.

Get In Touch With Our Experts

Every big opportunity starts with a small step forward. We're here to help you! Let’s jump on the phone, say hello and discuss your need, idea or project in a quick 15-minute FIT call. Prefer email? That's cool, too! Drop us a line - we're always happy to connect.

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