LMU Lions Gersten Pavilion

Updating LMU's multi-sport arena to match the new brand and beauty of its surroundings in the hills of western Los Angeles and amplifying that passion of everyone on the court and in the stands.

Gersten Pavilion on the campus of Loyola Marymount University (LMU) underwent a comprehensive rebranding effort, led by The Athletic Branding Company (ABC). The goal was to create a visually cohesive and engaging space that reflected the energy and passion of LMU's athletics program and new brand aesthetic.

The project included enhancements to the exterior and interior of the building. ABC began the project by creating a stylescape, which helped define a collection of distinctly designed elements to be used for their new visual language. Part of those assets included a paint schematic using strategically selected colors that represented LMU's brand identity. Collaborating with MarCom, the Athletics department, and FM (Facilities Management) we successfully developed a visioning concept that was both aesthetically and financially on target.

Upon approval of the visioning, ABC collaborated with LMU’s preferred general contractor to begin laying the ground work for the new visual aesthetic for both the exterior and interior. The exterior of Gersten Pavilion received some incremental painted areas with colors used to create a dynamic and engaging presence that reflected the energy and passion of LMU's athletics program. Additionally, ABC developed placemaking signage to be seen by visitors arriving on campus, ensuring that the new branding was visible from all angles.

Inside the Pavilion, the team made significant changes to the lobby, including updating the flooring, lighting and painting the walls to enhance the new branding. The remodeled facade of the team store for the game-day pop-up shop and team apparel display added a new level of excitement and engagement for fans attending games. ABC designed and managed the building of a new trophy case, which was strategically placed in the lobby to showcase LMU's athletic achievements. To showcase LMU's academic successes, the team installed digital displays in the lobby that flanked the trophy case. Also included for the fan experience, was a Hall of Fame display glowing blue that can’t be missed, which pays homage to the institution's most accomplished athletes. Throughout the space, you will discover visual elements that tie you to the West Coast. Those simple touches create a sense of place and regional identity that can be easily communicated to potential recruits. Even though they are subtle and understated, they serve as a powerful reminder of the unique attributes and values of the West Coast.

The rebranding effort also included enhancements to the interior of the arena. ABC designed and consulted on the refinishing of the multi-sport court, which is used for men's and women's basketball and volleyball. A memorable feature of the facility is its 50/50 split color palette displaying bold painted design schemes that leans into the pavilion’s architecture yet relates to LMU’s visual language. The red and blue are transitioned by the court’s sidelines with an iconic linear gradient like where the sand meets the water. The South wall dons a stoic, lit mascot logo that watches over the court like a lion watching over the boundaries of its territory. Also lighting up the area is a memorial to Hank Gathers. The prominent number 44 and “Hanks House” reads loud and clear. ABC also consulted on the color palette of the new seats, ensuring that they complemented the overall branding of the space and functioned with the color coding of the section signage. The installation of wayfinding throughout the facility improved the visitor experience, making it easier for fans to navigate and find their way to their seats.

To celebrate LMU's success in the West Coast Conference (WCC) competition, ABC designed dual-sided accolade banners running parallel to the grandstands. This unique location and feature allows them to be viewable at any vantage point. Lining the top of the North wall hangs the retired jersey numbers. The display of these retired jerseys serve as a source of inspiration for current and future players, as well as a reminder of the rich history and legacy of the teams and its players. Lastly, branded at center court is the overhead video board, which added an additional layer of excitement and engagement for fans attending games. This feature created a focal point for players and fans alike, enhancing the overall game-day experience.

Overall, the rebranding effort led by The Athletic Branding Company was a success, creating a lasting legacy for LMU's athletics program and Gersten Pavilion. The newly branded space has become a hub of excitement and engagement for fans and visitors alike, showcasing LMU's commitment to excellence in both athletics and academics. The enhancements to both the exterior and interior of the building, as well as the arena, have improved the overall visitor experience and created a sense of pride and excitement for LMU's athletes and fans.

Client
LMU Lions

What We Did
Architectural Consultation, Brand Aesthetic, Branded Environments, Construction Administration, Content Strategy, Digital Content, Exhibit Design, Graphic Design, Interior Design Schemes, Oversee Installation, Production Management, Project Management, Signage, Space Planning, Wayfinding

Project Team
RPM Construction Management, Fastsigns, L.A. Sign Factory, Pacific Floor Company, Renze, Super Color Digital