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West Point Hockey Facilities
United States Military Academy
Where Passion Meets Pride
How we helped
- Brand Clarity
- Recruit Engagement
- Visual Storytelling
- Military Service Recognition
- Athlete Facilities
Leadership Across the Nation
Since its founding, the United States Military Academy at West Point has risen to prominence in both academics and athletics, with graduates in leadership positions in a multitude of sectors across the nation. The Academy’s student-athletes exude excellence, and the hockey facilities needed to reflect the rich history and tradition of both the program and the academy itself, while also delivering the feeling of first-in-class excellence as a high-energy Division I hockey team.
The space needed to not only showcase the program’s deep roots but also attract recruits by demonstrating that Army West Point offers more than a military path. It opens doors to leadership roles in various sectors like business and government. At the same time, the balance between athletics and military pride needed to be thoughtfully integrated. Advent was engaged to help tackle these challenges, align stakeholders, and tell multiple stories across the space.
The Challenge
- Honor Army West Point’s deep-rooted history, especially in hockey, while creating an environment that reflects a big-time Division I hockey experience for recruits and current players.
- Create an atmosphere that emphasizes the benefits of the West Point education and hockey programs, while introducing the military elements that are integral to the academy’s experience.
- Find a balance between showcasing the institution’s military prestige and ensuring the focus remains on hockey and the student-athlete experience.
The Process
- Worked to understand the primary audiences and identify the different needs and perceptions of each—recruits and current players—through our in-depth Storymining process.
- Designed a first-class hockey facility that incorporates elements to reflect Army West Point’s hockey history, such as highlighting key alumni (like Derek Hines and Tom Kennedy).
- Used imagery and symbols that emphasize patriotism and tradition while maintaining a sleek, engaging theme that is adaptable and relevant to Division I athletics.
The Solution
- A premier, Division I hockey facility that gives a nod to recruits about the military aspects of Army West Point, drawing in both the hockey program and the opportunities the academy provides in leadership and education.
- A welcoming home for players that serves as a place they can lean into their passion for being an athlete, on top of being a student and a future leader.
- Careful design that prioritizes the hockey experience and balances the respect for the academy’s military heritage, fostering a sense of pride and accomplishment without alienation.
