San Diego State

The Fowler Athletic Center at San Diego State University is home to 500-plus student-athlete members of their varsity teams and administrative staff. Our task was to create a more unified brand look and feel. We focused both design and messaging on the strength of their tight Aztec family training together in this athletic fortress.

Every project has a design center or theme. Here’s an example of how we defined the Fowler space and spoke about its purpose and promise. It all starts with a story statement, which is further broken down and expressed in more specific and emotionally connected language.

Fowler Athletic Center is the incubator of Aztec dreams, home for past, current and future warriors, where the foundation of lifetime success is being built.

Athletic Center: The stronghold of all SDSU sports, central to the campus and the student-athletes’ world.

Incubator: A hot, nurturing environment that promotes development and growth.

Aztec: A proud and spirited people driving an advanced culture.

Dreams: What fires our imagination, hopes, ambitions, and destiny.

Home: Our place of family, shelter, and support.

Past: A storied heritage to which we are indebted.

Current: Now, the moment in which we dominate. 

Future: All days to come and the promise toward which we continually strive.

Warriors: The courageous who wear our uniform, carry our fight, shield and spear.

Foundation: The cornerstones that anchor our learning, character, values, and enterprise.

Lifetime: All that makes up the span of our experience and the fullness of our days.

Success: The balance of progress, achievement and fulfillment.

Built: The tangible realization of our design, sweat, and dedication.