Energy in Motion: Northwestern College Den Hartog Athletic Complex’s Experiential Branding

Northwestern College has trusted Latitude with branding and signage needs for nearly 25 years. When the Northwestern team brought a new challenge to the table, we were thrilled to bring a clear Design-Build process, a strong creative vision, and a match to their passion for the project. Through previous collaborations, including a residence hall renovation, Latitude was well-positioned to translate Northwestern’s brand identity into a bold, energetic physical space.

Project Background + Goals

Northwestern College’s athletic teams have enjoyed success over recent years, including National NAIA Championships. That growing tradition of excellence created the need for renovations and additions to the existing athletic facility.

The Northwestern athletic department sought to expand locker room space so that teams could have their own locker rooms by sport and create a team meeting room, so every square inch of space was important. Design solutions focused on efficient use of space.

Northwestern College’s comprehensive experiential design package included:

• Exterior building signage
• Interior ADA and code signage
• Donor recognition wall and area signage
• Locker room and meeting room graphics
• Feature wall at the entrance

Collaboration Is Key to Success

Northwestern’s team wanted to emphasize their brand identity, which provided a foundation with color and typography. The Latitude design team was given creative freedom to interpret and expand on the brand.

Andrej Steinbergs, Experiential Graphic Designer at Latitude, was the lead designer and was inspired by athletic movement. He wanted to create static images that still conveyed energy, adding vibrancy and spirit to the building. The client was receptive and excited about Steinberg’s initial designs.

Design-Build Process for the Win

On large projects like the Den Hartog Athletic complex, Latitude likes to get in early and communicate often. The Design-Build process takes an organized, thorough approach to the project, reducing risk, mitigating challenges, and ensuring everyone is happy with the end result.

Steinbergs maintained close communication with the production team to ensure that every design element was feasible and precisely executed. “I’ve worked in large format graphic production,” Steinbergs explained. “So I take into consideration how something will actually be made with colors, resolutions, and materials. The goal is that it’s not just cool on paper but practical in reality.”

That proactive communication ensured all signage could be produced as designed—with the perfect color matching and optimized large-format images. It also helped manufacturing and installation processes run smoothly.

Stand Out Signage Brands + Brings Life to Den Hartog Athletic Complex

Feature Wall: Capturing Energy in Motion

The entrance of the Den Hartog Athletic Complex now has a focal point designed to draw people in. Inspired by architectural renderings that used diagonal lines, Steinbergs transformed the concept into a dynamic feature wall. Repeating angled panels depict different sports and athletes in a subtle monochromatic red, keeping the wall from looking too busy.

The digitally printed vinyl mural blends motion-blur graphics with dimensional lettering. The restrained palette and layered composition create visual depth while maintaining brand consistency.

Team Meeting Room: Power Words Brought to Life

The Northwestern team wanted specific power words to be featured on narrow vertical wall panels. Running the words horizontally would’ve made them very small and difficult to read. Steinbergs reimagined vertical text with gradient bars that lead the eye upward to create movement and focus within the tight spaces. Each power word was fabricated from ½-inch-thick acrylic, mounted on a dark background for contrast, creating a striking, motivational atmosphere.

Large-scale graphics span the back wall of the meeting room. The mural features a vinyl application over red, with mirrored lettering on both sides of a room divider, ensuring visibility and cohesion when the space is split for separate events.

Locker Room Graphics: Strength and Unity

For the football locker room, Latitude designed end-cap graphics for the long rows of lockers. The goal with the graphics was to celebrate Raider athletics without showcasing individual athletes, which would need to be switched out frequently. The client provided stunning, high-resolution images that gave Steinbergs the inspiration he needed.

“We applied a red monochrome filter on the images to keep the focus on energy and team identity,” Steinbergs noted. “The layered geometrical elements tie back to the feature wall’s sense of motion.”

This consistency across design elements established a unified visual language throughout the facility.

Donor Wall: A Regal Tribute

The donor recognition wall was designed with a slightly different tone—elegant, timeless, and reverent.

Steinbergs wanted the donor recognition wall to have a slightly different tone from the other elements. Banner-like forms and metallic finishes add a regal feel to the display. The finished look creates a sophisticated feature that honors donor contributions and contrasts with the high-energy athletic spaces.

The Result

The Den Hartog Athletic Complex is a showcase of Northwestern College’s pride and spirit. The bold red palette, dynamic motion lines, and layered elements create a space that inspires athletes and honors the college’s values.

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More on collegiate athletic signage:

• Custom Designed Recognition Displays at Union Adventist University

• From Tailgate to Stadium and New Signage: New Bridge at Iowa State University

• Kinnick Stadium: Signage Completes The Experience

• Aim High: Air Force Academy Athletics