Ford & The St. louis blues in-stadium sponsorship

Concept: Ford is “BUILT FOR ST. LOUIS | MADE IN AMERICA | DRIVEN BY YOU”. Designed to make an entrance, leaving long-lasting impressions for our NHL fans. Our full interior takeover of the stadium is filled with Ford messaging. Reminding St. Louis that Ford is their brand. And Ford is for the fans of St. Louis. Ford is the vehicle for you. Drive one proudly, acknowledging the importance in heritage and team spirit.

Execution: Concepting this bold sponsorship piece was a fantastic way in to use bold vector illustrations of the St. Louis skyline, with dynamic branding along walls, pillars, and more. When you walk in and see the Ford takeover, you are led to the Truck that is placed in front of the St. Louis skyline, main wall. This takeover tells our concept with ease, having back lit letters die-cut from the board, that reads, “Built for St. Louis | Made In America | Driven By You”. This clean, and dynamic design was made also by layering different boards to create depth and life to the main wall. Throughout the interior, keeping a monochromatic saturated ”blue” color is another way I visually connected the commonalities that Ford, and the Blues, go hand-in-hand.

Problem Solving: I needed a timeless design, a concept that can keep a fresh creative look. So idea, let’s bring in and display Fords baddest in front of the main wall. To stay fresh, we need to stay updated. So for this to work, we had to make sure the vehicles can even fit through any of the stadiums doors. Communicating your vision and creative needs at the beginning can make or break a concept. Especially if you’re working with a product that is this large, and a stadium that could say no, if physically not possible. Know your space, communicate well explaining all expectations and needs, ask for all specs to get an understanding of placement, building, and product. It’s an important technicality in designing interior takeovers. Doing so, I was able to add another wall, notice a pillar in front of the main walls skyline design that would have just killed the whole aesthetic, but luckily got to incorporate and design this as well.

THE INSTALL:

Art Director: Keri Speer