Football Locker Room
University of Pennsylvania
Celebrating The Past
How we helped
- Visual Storytelling
- Social Media Moments
- Design
- Fabrication & Installation
Introduction
Energizing The Future
“It’s about creating a space that celebrates the past while energizing the future,” says Ray Priore, Head Coach of Penn Football. This insight informed our approach to the University of Pennsylvania’s Football facilities, which ultimately led to a project that honors Penn Football’s rich history while offering modern amenities for today’s student-athletes.

The result is a thoughtfully designed player space that blends the old and the new: an updated concourse walk path highlighting Penn Football legends, modern facilities that impress prospective athletes, and a dedicated tribute to Dan Staffieri, known as “Coach Lake,” whose spirit of togetherness still resonates with the program.
Photo Gallery

Challenges
- Balancing the need for updated, aesthetically driven player facilities while preserving the historic feel of Franklin Field.
- Engaging both alumni and donors who prioritize tradition and student-athletes who seek state-of-the-art amenities.
- Creating a storytelling approach that celebrates the legacies of Penn Football in a meaningful way for all audiences.
Process
- Crafted storytelling elements from our in-depth, story-focused interview process that emphasize the program’s core values of togetherness and resiliency.
- Redesigned player spaces to provide state-of-the-art functionality without sacrificing Franklin Field’s historic charm.
- Developed a concourse walk path that showcases Penn Football’s most legendary moments and figures.


Solution
- Modern, competitive player spaces that support recruitment while preserving the gritty identity of Penn football and the historical distinctives of Franklin Field.
- Deeper engagement with alumni and donors, who feel their legacies’ connected to the legacy Penn football.
- A lasting tribute to Dan Staffieri that fosters a sense of community between current players and alumni.