Branding Regina’s new Mosaic Stadium

By Adam Mitchell

Photos courtesy The Look Company

Among 2017’s major strides and crowning achievements for Canadian sports, teams and events was the final completion of Regina’s new Mosaic Stadium. The home of the Canadian Football League’s (CFL’s) Saskatchewan Roughriders, who made their debut there to a sold-out crowd last June with a preseason game against the Winnipeg Blue Bombers, has a 30,000-seat capacity.

The Look Company (TLC), based in Barrie, Ont., oversaw the graphic branding of the facility from concept to completion, including stakeholder consultation, product design, custom signage development, wayfinding and traffic flow planning, production, delivery and installation, in consultation with two clients, the Roughriders and Regina’s municipal government, as they co-own Mosaic Stadium.

An expansive undertaking
The sheer scale of the project—which would cover every surface of the new stadium, from the field of play to football operations to concourses to suites to very important person (VIP) lounges to business offices to a retail store—represented an expansion of TLC’s usual services. Particularly notable were the project’s unique design elements, including fan experience zones with integrated sponsor messaging, a grand staircase surrounded by backlit graphics, permanent wayfinding signage and custom entrance archways.

A team of four project managers, two wayfinding design experts, two research and development (R&D) professionals and three graphic designers dedicated their expertise to ensure the project was completed on time, on budget and to the clients’ brand standards, delivering an exciting home-field experience. 

More than 23,226 m2 (250,000 sf) of material were created and installed for permanent and semi-permanent applications. The wide variety of custom structures and graphic display elements included the following:

Indoor wall graphics
The majority of the stadium’s ground-level interior wall graphics were printed on fabrics and installed with silicone edge graphic (SEG) framing. This arrangement allows for rapid graphic updates without requiring any specialized tools.

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