The Creative Brief
Iowa Hawkeyes® Track & Field wanted to develop dynamic new banners for their indoor track facility. Working with Skyline and incorporating the overall brand of Iowa Athletics, Creative Mellen created a series of banners that highlighted all aspects of the sport.
Important components of creating the Iowa Hawkeye® Track & Field banners were size and location. With the low-hanging roofline around the track, we created one medium (main) banner and two larger (supplement) banners that could be spaced appropriately throughout the space.
We incorporated a variety of athletes within the typography, creating a visual interaction between the elements. This approach allows the audience to view the banners as individual interactions between the athletes or as one visual component. Each event is represented within the lettering through all three banners.
The mix of imagery, typography, and visual depth creates a representation of the sport that it highlights.