TQL Stadium
Project Overview Client: FC Cincinnati
Opened: 2021
Services: Wayfinding Strategy, Signage Design, Naming Rights and Sponsorship Integration
TQL Stadium is the new permanent home for FC Cincinnati, a club that rapidly rose from inception to MLS in just three years. Located at the intersection of three urban neighborhoods, the stadium unites the city and is a new jewel in the Queen City’s crown. I worked as part of the Populous Brand Activation team that provided a comprehensive wayfinding strategy for the venue, signage design, naming rights, and partner integration in clubs and sponsored areas.
The exterior façade design features over 500 LED fins that wrap around the stadium and light up in synchronized motion sequences, inspired by the constant movement of soccer and the energy of the club’s dedicated fan base.
The signage and graphics system continues this motif. All design elements from icons to shapes and patterns depict dynamic movement, boldness, action, and forward momentum. The signage follows the angles and clean lines of the building’s architecture. Throughout the concourse, painted patterns mimic signs and murals prevalent in Cincinnati’s historic neighborhoods.
My goal was to design a signage system that conveyed dynamic movement, boldness, action, and forward momentum and was well integrated with the stadium’s iconic structure.
I designed a custom set of pictograms built on elements of the club’s brand identity. The pictograms are bold, chisled, and angular, sometimes pointing in a direction or leaning forward to suggest motion.
The chevron arrow pattern became a repeated design element that could signal both direction and movement. Its use on room IDs, and blade signs points directly to the door handle or down a corridor. When used on large directional signs, the chevron is used as a supergraphic with the angles matching the geometry of the stadium structure.
“Soccer is action and motion”
-Carl Lindner III, Majority Owner
“The remarkable thing about Cincinnati and this club is it’s constantly on the move”
-Meg Whitman, Owner
The TQL Beer District is a unique area of the concourse focused on regional craft beer offerings. It is open to all fans and includes standing area with views to the field. Sponsor TQL wanted to create a brand touchpoint that emphasized the company’s local connections to Cincinnati.
Referencing TQL’s work in shipping and logistics, the bar is made from a retro-fitted shipping container. Soccer pitch ceiling graphics help visually define the district’s footprint without placing any barriers on the concourse that would hurt circulation.
For the wordmark identifying the district, I designed custom typography inspired by the lettering on downtown’s iconic art-deco Shillito building.
Premium Areas
Team
Design: Nick Abele
Art Direction: Jemma Radick, Shawn Sanem
Strategy Lead: Jonathan Mugmon
Planning: Evan Davis
Construction Detailing: Leo Mangimelli
Fabricators: Paramount Co., Holthaus-Lackner Signs, Jones Sign
Work completed at Populous