“Different partners have different ideas about what a rebrand means. Having Downstream lead our partner to what a brand experience could be was fantastic.”
The Portland Timbers are the premier professional soccer club in the Pacific Northwest.
When Providence Health & Services became the new corporate sponsor of Portland’s premier soccer stadium, the Portland Timbers approached us for help developing brand integration and a new stadium identity. The ask: connect new stadium naming and branding (following multiple stadium name changes) with an iconic sports brand to create a new sense of place for fans and tangible business value for the sponsor.
Create and integrate new identity touchpoints for the century-old stadium: blending modern architecture with functional design, and incorporating Providence’s iconic rising sun into the Major League Soccer crest to reinvent a stadium logo that visually integrates the two brands. In addition, the creation of brand guidelines ensured the successful application of the new identity across the stadium, and in all future materials.
Before the Timbers, Providence had never been a corporate sponsor at this scale. By helping create a seamless and purposeful sponsorship identity, we helped illustrate the Providence and Timbers partnership at key connected touch points, and as a result, assisted Providence and the Timbers in realizing the true value of sponsor partnerships.
Art Direction & Design
A heritage wall features the history of the stadium site, its neighborhood, and the many threads that tie Portland’s deep connection to what is now known as Providence Park.
Initial concept designs illustrate how the heritage wall extends across corporate suites on the stadium plaza.
Downstream developed designs for wayfinding and corporate sponsorship that presented a unified look and feel, incorporating diverse sponsor identities within an authentic Timbers’ brand look.