Opportunity

Throughout the last ten years Portland’s largest outdoor sports stadium has undergone several transformations. From name changes to major renovations in 2001, Jeld-Wen Field has become an increasingly active part of the city’s sports culture. When the Portland Timbers became a Major League Soccer (MLS) team in 2010, they wanted to capture the excitement of their new status with an updated pitch and branding to match.

Development
From the beginning of Downstream’s engagement with the Portland Timbers, one fact became clear—authenticity was the key to this project, and this sport. Building on the success of the grass roots network and passionate fan base, Downstream provided designs that reflected this homespun feel. With family-based Jeld-Wen as the title sponsor, the stadium didn’t just need signs, it needed designs that reflected this down to earth mentality.

Solution

In a unified effort with Ellerbe Becket and ICON Venue Group, Downstream delivered wayfinding, concessions and exterior signage, as well as a branding package. This branding fit the Timbers need for an authentic yet professional design, and  brought a cohesive feel to what could otherwise have been a disjointed collection of sponsor logos and directional messages. As the fireworks exploded over an ecstatic crowd at the opening game, we couldn’t have been more proud of our contribution to such a meaningful event for Portland’s sports culture.