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Kohl Center
University of Wisconsin
On, Wisconsin!
How we helped
- Brand Clarity
- History Recognition
- Fan Engagement
- Visual Storytelling
- Social Media Highlights
- Design
From basketball to hockey, the Kohl Center is a centerpiece of the University of Wisconsin-Madison’s Athletics program. It is a place where generations of student-athletes grow within a culture of toughness and humility. Yet as the fan experience evolved, Wisconsin Athletics saw an opportunity to reenergize its spaces — not by changing who they are, but by more clearly showing it. The Kohl Center needed to be a place that honors tradition and embraces a new generation of Badgers.
The University of Wisconsin-Madison engaged Advent to elevate the student-athlete and fan experience after the two successfully completed the Camp Randall South Endzone project, ensuring the space tells the full story of the program’s proud tradition and bold future. The goal was to create experiences inside the Kohl Center that reflect the grit, legacy and understated excellence that define Wisconsin. Advent engaged deeply with Wisconsin Athletics through our StoryMining process– meeting with student athletes, coaches and administrators to fully understand the spirit of the Badgers.
The Challenge
- Articulate Wisconsin successes within a space that gives context of the Badgers’ culture and values of humility.
- Create moments of connection between fans and coaches/players, and to the state as a whole.
- Facilitate an exciting and valuable environment to embrace the younger demographic of the Wisconsin fan base.
The Process
- Conduct StoryMining sessions with players, coaches, and staff to understand the emotional and cultural DNA of Wisconsin Athletics.
- Develop a storytelling framework around being Badger Bold, that in-turn inspires the design of a space that both honors the past and is foundational for what’s to come.
- Design experiences that align with Wisconsin’s brand: steadfastness, humility. Integrity, consistency, and fun.
The Solution
- A Kohl Center experience that reflects the bold, reliable spirit of Wisconsin.
- Hallways, lounges, and academic areas that tell the full story of Badger excellence.
- An immersive, future-facing environment that inspires pride, connection, and honors the culture that is very Wisconsin proud.
