The Challenge:
At the heart of Nashville’s newest $2.2B NFL stadium development, we set out to create more than just a sponsorship plan — we aimed to build a fan-first ecosystem that feels authentically connected to the city. Our goal was to design partnerships that celebrate the culture, creativity, and community spirit that define Nashville, while delivering meaningful value for brands.
Working hand-in-hand with corporate sponsor teams, design architects, and ownership groups, we developed a comprehensive stadium masterplan that reimagines how sponsorship can live across every inch of the venue - from naming rights that anchor the stadium’s identity to concourse experiences, clubs, and suites that bring local stories to life. Every space was designed to feel intentional, immersive, and distinctly Nashville.
Outcomes:
Sponsorship & Activation Guidelines
Developed a cohesive vision for how brands integrate seamlessly into the stadium’s architecture, interiors, and overall fan experience — aligning creative, design, and commercial objectives under one unified story.
Developed a cohesive vision for how brands integrate seamlessly into the stadium’s architecture, interiors, and overall fan experience — aligning creative, design, and commercial objectives under one unified story.
Partnership Opportunity & Inventory Development
Defined the full fan journey and identified high-impact, integrated sponsorship opportunities across concourses, clubs, and premium spaces in collaboration with the sponsorship, architectural, and ownership teams.
Defined the full fan journey and identified high-impact, integrated sponsorship opportunities across concourses, clubs, and premium spaces in collaboration with the sponsorship, architectural, and ownership teams.
Signage & Wayfinding Strategy
Created a clear, intuitive, and locally inspired wayfinding system that mirrors how fans naturally move through the stadium and ensuring navigation feels effortless and connected to Nashville’s character.
Created a clear, intuitive, and locally inspired wayfinding system that mirrors how fans naturally move through the stadium and ensuring navigation feels effortless and connected to Nashville’s character.
Experiential Design Strategy
Crafted a narrative-first experiential design approach that brings the story of Nashville and the Titans to life — blending brand, place, and emotion within the built environment.
Crafted a narrative-first experiential design approach that brings the story of Nashville and the Titans to life — blending brand, place, and emotion within the built environment.
Note: Many works still protected under NDA. Project will be updated as information becomes available.