OBJECTIVE: Part of Babson College’s new expansion included a state-of-the-art athletic facility. Clearly marking the beginning of a new chapter for campus growth. The building provided a blank canvas—an incredible opportunity to reflect the core values and spirit of Babson. The goal was to make a bold and lasting first impression, ensuring that every student, visitor, and guest experienced the essence of Babson from the moment they stepped through its doors.

CREATIVE STRATEGY: Designing a student entrance experience to embody the heart and spirit of Babson’s athletic culture. The building would feature a front entrance for guests, parents, and families, offering a welcoming, polished introduction to the athletic complex. Meanwhile, the back entrance, exclusively for students, we crafted to evoke a sense of belonging and pride, creating an inspiring daily touchpoint for Babson’s future athletes. By tailoring the design and messaging for each audience, we ensured that both entrances left a strong and meaningful impression, aligning with Babson’s community-focused values.