A2Z Design

Fox Cities Champion Center


Fox Cities Champion Center

We partnered with the Fox Cities Convention & Visitors Bureau to develop a name and brand identity for a new 164,000 square foot indoor sports facility to open in fall of 2019 in Grand Chute, WI.

The facility will feature two NHL-sized ice rinks (one of which will seasonally convert into additional hard courts). Hard court space is planned to include four basketball courts or eight volleyball courts. There will also be unrivaled amenities for players, coaching staff, referees and spectators.

Naming, Development, Brand Identity, Branding, Design



The Challenge

Championing the Project

Can a name and brand identity help garner attention and get the surrounding communities excited about this new facility?

The answer: a resounding "yes." The brand brought a new energy to the project, both internally and externally. Architectural renderings featuring the brand were rolled out to the media and garnered a positive reception from the public.

In addition, this brand identity also appeals to a broad target audience, including: youth, parents and amateur sports leagues throughout the Midwest and beyond.


FCCC_Snapback Cap MockUp_FRONT.jpg
FCCC_Snapback Cap PSD MockUp_SIDE.jpg

Renderings Courtesy of Performa, Inc. / Fox Cities Convention & Visitors Bureau / © Performa


The New Identity

A Slam Dunk

The Fox Cities Champion Center brand pairs a simple san serif typeface with a slightly modified san serif typeface bearing notably collegiate characteristics. The type is combined with an abstract fox head emblem created with varying triangular shapes. There are ten pieces that create the fox logo, representing the ten local communities supporting the project. These shapes can be subtly seen in the building structure, particularly the interior. In a region where fox iconography is not uncommon, we took an unexpected approach. The color palette is a vibrant, warm gradient that exudes the energy and fierceness of competition. Color also relates to the fox element of the brand. The resulting logo is fresh, modern, aggressive and memorable.

This brand supports the positioning of the Fox Cities Champion Center as Wisconsin's premier indoor sports experience with a goal of adding tourism to the Fox Cities region.


Imagine the possibilities


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