The home of Indiana Basketball Sports a New Look With Help from Creative Hoosiers
After spearheading visual branding and larger-than-life installations for the 100th Running of the Indianapolis 500, NCAA national championships and multiple Super Bowls, Indianapolis-based Sport Graphics and its creative division Section 127 have teamed up to leave a lasting mark on Indiana University’s storied Assembly Hall.
Dedicated on October 14, fans will have their first opportunity to see action in the newly renovated Simon Skjodt Assembly Hall on October 22 when IU plays host to Hoosier Hysteria. The $45 million renovation touched every corner of the building and included environmental design, wayfinding and interactive displays, an effort that took nearly 18 months to plan and execute and is intended to heighten the fan experience at every turn.
“From the bold one-of-a-kind, 8’ Trident in the entry to the nuanced details incorporated throughout the building’s décor and signage, fans will be enveloped in the spirit of IU from the moment they arrive at Assembly Hall,” says Kevin Gormal, Section 127’s Senior Creative Director.
Section 127’s vision included iconic 10’ INDIANA letters, a fresh wayfinding system, large-scale mural graphics, university Olympian displays, concrete-engraved donor recognitions and much more. Associate Athletic Director for Facilities, Eric Neuburger notes, “what has been created is a great space to gather for events. The environmental design incorporates artifacts, including the retired scoreboard and pieces of the old floor as a reminder of the building’s history.”
This marks one of the largest university projects Sport Graphics and Section 127 have undertaken together to date. It leveraged the team’s full arsenal of talents including branding, space planning, experiential graphic design, printing and installation.
“Universities are putting greater emphasis on creating unique spaces for their athletes, staff and fans, who have come to expect bigger and bolder facilities. We embraced the creative challenge to think big and did so without losing sight of the IU basketball legacy that continues to be written. Doing this in our backyard with such a passionate team made this project very special,” underscored Frank Hancock, President and CEO of Sport Graphics.