Event Branding

Lucas Oil Stadium
Indianapolis, Indiana

In 2017, Section 127 designed an elevated event look and identity for the Big Ten Football Championship Game held in Lucas Oil Stadium. The plan is for the new brand to be in place for years to come and features custom illustrations, team-specific photography and a system for all applications.

City, hotel, stadium, team-specific locker rooms and back-of-house will create a memorable event for the teams, fans and city.

Design Process

The “Team Pride” look was created with the intention of showcasing bold team and conference color and traditions to Indianapolis for the biggest game of the Big Ten season.

Elements were created to allow for customization for each team in the conference to create a personalized graphic package and allow for a fresh approach over the life of the event.

Lucas Oil Stadium

The entire stadium was rebranded inside and out with the new look.
Stadium exterior, field walls, wayfinding, locker rooms, bus entries and concourse art were all included.