The Challenge
Saved from the brink of relocation by a passionate core of fans known as #SaveTheCrew, Columbus Crew SC announced plans to open a new, downtown, Columbus stadium intended to set a new precedent in fan experience and usher in a new chapter in MLS.
The Work
Brand Strategy Development
To maximize the moment of opening the newest stadium in MLS, a refresh of the team’s brand strategy was completed, aligning the purpose of the team with the renewed sense of pride in Columbus itself.
Fan Experience Strategy
In line with the re-established brand, a multi-year roadmap was created to guide experience development on and off premise. The strategy, built on primary research-driven personas and experience maps, envisioned new, industry-first experiences and paired those experiences with technical & organizational enhancements to support those experiences.
The Outcome
Crew Stadium is slated to open in July 2021, with a roadmap of experience enhancements slated before, during and after that opening. Early impacts of the strategy can be seen on the new stadium’s site experience: CrewStadium.com.