Athletics as a Catalyst for School Branding

• Facilities as First Impressions: Athletic stadiums, often centered around football, are seen as a uniquely American tradition that can shape the identities of students, institutions, and communities. From fields and courts to stadiums and signage, athletic facilities send a clear message: we invest in our students and we’re proud of our programs.
• Merchandise and Mascots: Spirit wear, team colors, and mascots are more than just fun, they’re vital branding tools. Whether worn at family-friendly Friday night games or shared across social media, these elements reinforce pride and recognition in the broader community.
• Creating a Unique Fan Experience: The Chippewa Champions Center at Central Michigan University is a shining example of using athletics to make a memorable first impression to all campus visitors. Located directly behind the north end zone, the center is one of the most unique fan experiences in the Mid-American Conference (MAC) and is located just steps from the Chippewas’ locker room, bringing fans up close and personal to the action on the field.

• Inclusion Through Shared Experiences: Games, practices, team nights, and fundraising can act as additional gathering points that unite students, staff, families, and alumni. Whether you’re on the team, in the band, broadcasting the game, or cheering from the stands, there’s a place to belong. These shared experiences help create deep emotional ties to the school community and to each other.
• Multi-Use Spaces That Serve Everyone: Creating flexible athletic spaces that serve educational, community, and event needs is a must. They serve PE classes by day, sports teams by night, and community events on weekends. Designing these spaces to be used by both male and female sports, and choosing durable materials that encourage year-round use, make great financial sense for educational institutions that often rely on public funding.
• Elevating The Student Experience: The award-winning Hudsonville Fieldhouse has ample space to support a variety of sports programs, community members, and school classes. It was important to the district to create spaces that reflected student talent, celebrated their successes, and reinforced the brand and culture of Hudsonville. 

Driving Student Excitement and Retention

• K-12 Impact: Competitive or high-profile athletics attract families and offer opportunities for students to choose what best suits their talents. More schools are adding options in fast-growing sports like girls’ flag football, boys’ volleyball, rugby, and lacrosse. These offerings pique student interest, attract new demographics, and promote year-round campus activity.
• Giving K-12 a Collegiate Feel: The turf fields at Woodhaven High School promote a sense of school pride with bold logos and school colors that evoke a collegiate feel to the complex, while also promote accessibility for all students, athletes, and community members regardless of gender or physical abilities.
• Higher Ed Impact: Athletics can be a deal-breaker or deal-maker during the college selection process, especially for student-athletes and school spirit-minded students and families. Highlighting athletics during campus tours and recruitment campaigns helps elevate the entire student experience. Winning seasons, legendary games, and beloved mascots are powerful touchpoints that also keep alumni connected, and invested in, your school.
• A Multi-Functional Alumni Space: The Stadium Club at Western Michigan University (WMU) transformed from primarily game day use to a 24/7/365 a year entertaining, fundraising, and intimate conversation space. The goal of the updated suite was to offer an elegant and welcoming experience to patrons that is unique to WMU.

Expanding the Definition of Athletics

• Intramural and Recreational Sports: In higher ed, intramural sports provide an outlet for physical activity, connection, and community without the intensity of varsity athletics. They help support student wellness and provide opportunities for leadership and event planning, especially for students not involved in other clubs.
• Developing Year-Round, Well-Rounded Athletes: Schools are shifting away from the “one-sport athlete” mindset and instead encouraging participation in multiple sports or off-season training programs. This approach helps prevent burnout and injury, while promoting teamwork, adaptability, and resilience.
• Exploring eSports: Competitive gaming programs are rapidly growing in both K–12 and higher education. East Kentwood High School in West Michigan has one of the top-ranked eSports teams in the nation and was placed in the Top 20 programs by USA Today. With more than 100 students on the team, their eSports program offers new ways to engage students who might not connect with traditional sports while still teaching them teamwork, strategy, and discipline.

Positive Impacts on a Student’s Learning Experience and Environment

• Upgraded and properly maintained systems create learning environments that are comfortable and limit noisy disruptions
• Promoting sustainability in tangible ways can provide hands-on learning opportunities for students
• Efficient buildings contribute to a better global environment, benefiting students’ well-being and their local communities

By adhering to the 2021 IECC, schools in Michigan can create optimized learning environments that prioritize comfort, health, sustainability, and innovation. These benefits not only enhance the day-to-day experiences of students but also equip them with knowledge and values for a sustainable future.

Designing an AI Empowered Student Workshop

Members from GMB’s design team, alongside Dave Tebo and elementary educators, conducted an AI-empowered student design workshop at Holland Public Schools. The district, where 66% of students are economically disadvantaged and 18% have disabilities, exemplifies the need for inclusive and equitable learning solutions. The workshop focused specifically on West Elementary, a school currently lacking collaboration spaces essential for fostering student interaction and teamwork. With a planned renovation, the objective was to incorporate student input into the design of grade-level extended learning areas (ELA) within the school.

The workshop aimed to engage K-5th grade students in the design process, empowering them to express their ideas and preferences, learn basic design concepts, and collaborate with professionals to bring their visions to life. Inclusive participation was paramount, allowing every student, regardless of background or ability, to have a voice in the design process. A lesson plan co-designed with district staff ensured alignment with their educational goals and included the development of a curriculum tool that the district can use for future student-led projects.

The workshop was structured into 18 separate sessions, each lasting 45 minutes, conducted during STEM class periods. Students from kindergarten through 5^th grade participated in visioning exercises that helped them imagine their ideal learning environment through storytelling and vision boards showcasing other inspirational student spaces. Students would then spend time ideating through drawing, writing, or using symbols or speech to express their ideas. The designers and educators assisted students in turning their brainstormed ideas into simple sketches or drawings and creating language to prompt the AI program. The workshop activities were tailored to meet the different needs of students — kindergarteners focused more on pictures, while 4^th and 5^th grade students were able to express ideas in writing or floorplan design.

Students were asked to formulate themes for the types of spaces they wanted to see. Common themes included learning spaces that emulated a forest, beach, outer space, treehouse, robots, and underwater. Students would gasp and squeal with delight when the AI-generated designs would pop up on the screens, showing their ideas come to life in real-time. Comments of “I would want that!” or “It looks really realistic,” would echo throughout the classroom. Children from each age range were visibly inspired and engaged with the program, providing the team with several thematic and design ideas to include in the future learning spaces.       

What Comes Next?

Post-workshop, the collected ideas and feedback will be used to inform the design elements of the new extended learning areas at West Elementary. This collaborative approach not only encourages engagement with the learning environment but also instills a sense of agency and pride among students. By leveraging AI technology, we can ensure that all students, regardless of their abilities or backgrounds, have the opportunity to contribute their ideas. This approach not only fosters creativity and autonomy but also sets the foundation for a more inclusive and dynamic educational experience.

“Seeing the kids’ faces light up and get excited about the possibilities of their future learning spaces was inspiring to be a part of” added Jeff Hoag, educational planner with GMB, “Every student learns differently and giving them the tools they need to express their needs and wants will make a big difference in how the experience learning.”

What is Experiential Graphic Design?

Experiential Graphic Design is the integration of brand and message within physical spaces, transforming how individuals interact with and perceive their environment. Unlike its previous name indicates, Environmental Graphic Design, the term Experiential Graphic Design was adopted over ten years ago to better represent the focus on creating immersive and meaningful experiences rather than solely implying environmental sustainability.

EGD combines various elements such as signage, maps, symbols, colors, and other communication materials to guide individuals through the built environments. This approach not only complements architecture, interior design, branding, landscape, and furniture but also creates a cohesive and engaging spatial experience. Today, EGD can also leverage digital spaces to present dynamic content through motion or interactive graphics, allowing for rich interactions between building users and the presented information.

From the moment students approach their school, experiential design can create a welcoming atmosphere. Exterior signage and wayfinding systems, designed with thoughtful typography, color schemes, and imagery, help students and visitors navigate the campus with ease. These elements not only provide essential information but also establish a sense of place and belonging.

Interior spaces can further enhance the student experience by incorporating graphics that complement the curriculum. Wall murals, informational displays, and interactive installations can make hallways, classrooms, and common areas more engaging and inspiring. Digital displays and motion graphics can present dynamic content, making lessons more engaging and accessible. By creating visually stimulating environments, EGD helps maintain students’ interest and enthusiasm throughout their educational journey.

Additionally, EGD can create themed environments that align with specific subjects or educational goals. Edgerton Trails Elementary School’s colorful interior is inspired by the district’s elementary science curriculum, with each grade level housed in distinct neighborhoods that reflect local habitats. The neighborhoods — The Pond (DK), The Woodlands (K-1), The Lakes (2-3), and The Dunes (4-5) — provide age-appropriate and fun environments that connect back to what they are learning. Students can feel emotionally and physically safe as the layout ensures they interact primarily with their peers in spaces designed specifically for their developmental stage. These immersive environments stimulate curiosity and creativity, encouraging students to explore and engage with their subjects more deeply.

Supporting Mental Health and Well-Being

The design of educational spaces can have a significant impact on students’ mental health and well-being. Experiential graphics can contribute to creating a positive and supportive atmosphere by incorporating elements that promote relaxation, focus, and emotional comfort. For example, calming color palettes, nature-inspired imagery, and thoughtful spatial layouts can reduce stress and anxiety, fostering a sense of calm and security.

EGD can also promote social interaction and community building by designing spaces that encourage collaboration and connection. Interactive displays, communal areas, and shared information boards can help students feel more connected to their peers and institution, enhancing their overall sense of well-being.

To embrace the student and school connection to the Shelby community, each academic wing at the Shelby Elementary School was given an identity from elements found in the natural environment that include an orchard, forest, and lake. Bright colors and illustrations are infused throughout the facility with experiential hallway graphics and flexible furniture. Shelby has a large population of students who speak English as a second language, so each graphic in the school is represented in both English and Spanish to create an inclusive environment.

Guiding Student Focus and Learning

Experiential graphics can also play a supportive role in guiding student focus and enhancing learning environments. Creating personalized spaces, like built-in nooks, can offer calm areas for individual reflection or focused work, and can promote a sense of ownership and comfort. Enhancing these areas with dedicated graphics, schools can support students in finding their unique place, fostering an environment that positively impacts well-being and individual growth.

Additionally, EGD that incorporates place-based learning concepts into the design and application can inspire students to engage more deeply with their everyday surroundings. EGD, when thoughtfully integrated, can transform ordinary spaces into interactive learning environments that stimulate curiosity and creativity. This approach not only enhances the educational experience but also propels schools and universities towards innovative and effective learning strategies.

At Ludington Elementary School, inspired by the school’s land and its connection to Native American culture, each grade-level neighborhood has an identifiable animal (like an owl, wolf or bear) to connect to and identify with. Each animal was chosen specifically through feedback from the local indigenous tribe. This strategic use of coordinating displays creates a feeling of belonging for young learners and fosters student connection to the physical environment.

Interacting with Digital
Designs

Digital technologies play an increasingly important role in experiential graphic design. Interactive kiosks, digital signage, and learning-centered motion graphics can present dynamic content that adapts to the needs of students and visitors. These technologies allow for real-time updates, personalized information, and interactive experiences that enhance the overall environment.

The open lobby at Calvin University’s new School of Business facility features a digital running stock ticker so that students feel continually immersed in business culture. A large video wall showing the active stock market, market highlights, or campus news in the same space complements the feeling of learning in a real, global business setting.

The Woodhaven-Brownstown School District was able to transition a portion of their high school campus into a premier baseball and softball complex complete with artificial turf and an auxiliary practice field. The district has created a first-class destination facility that promotes athletic excellence and inspires student athletes. The complex was also designed to promote accessibility for all students, athletes, and community members regardless of gender or physical abilities.

Woodhaven High School is the only high school-level project to win a top honor in this category.

“The new baseball and softball complex marks a significant milestone for our district, enhancing the quality of our athletic programs,” said Mark Greathead, Superintendent of Woodhaven-Brownstown School District. “This state-of-the-art facility not only motivates and empowers our student-athletes, but also embodies our dedication to inclusivity and community engagement.”

Awards are presented each year to facilities built by ASBA members, which best exemplify excellence in sports facility design and construction, as well as an understanding of the technical requirements and current professional standards for athletics facilities. Projects are scored individually based on considerations such as layout and design, site work, drainage, base construction, surface, amenities, innovation, and overall impression.

“The new athletic fields design helps Woodhaven promote their school’s excellence with bold logos and school colors that evoke a collegiate feel to the complex,” added Ron Boezwinkle, a client lead with GMB. “These enhancements not only elevate the school’s identity but also provide a vibrant and engaging environment for students and the community.”

Hudsonville’s new fieldhouse encompasses 104,000 SF of top-of-the-line athletics space that includes locker rooms, a 1/9 mile running track, two-levels of fitness and strength areas, a multipurpose tennis court, and three full size basketball/volleyball courts with spectator seating for 3,700 people. The unique top-loading design of the fieldhouse delivers a 360-view of the court floor and connects spaces on the upper level, making the facility ideal for hosting competitions, expositions, and community events.

“The new fieldhouse elevates the athletics experience for our entire student body, while also creating a welcoming space for the Hudsonville community,” said Dr. Doug VanderJagt, Superintendent of Hudsonville Public Schools. “We are so fortunate to have the community’s support to make this fieldhouse a reality. The final product reflects and celebrates the student talent that we have here in Hudsonville.”

“The fieldhouse spaces truly capture the essence of Hudsonville and serve as a source of inspiration for students,” said Matt Heidloff, landscape architect at GMB. “This project not only unifies the campus but also establishes a state-of-the-art facility where students and their families can feel welcome and proud.”

Awards are presented each year to facilities built by ASBA members, which best exemplify excellence in sports facility design and construction, as well as an understanding of the technical requirements and current professional standards for athletics facilities. Projects are scored individually based on considerations such as layout and design, site work, drainage, base construction, surface, amenities, innovation, and overall impression.

Start with a Plan

From the outset, intentional planning was key. First, ensuring sufficient funds in the bond issue to support a pilot program was essential. This meant thinking ahead and setting aside resources to test different furniture solutions before making district-wide decisions. Second, the stakeholders, including administration, teachers, and students, were identified early in the process to ensure broad-based input and buy-in. Third, choosing furniture and classroom technology needed to support the type of learning Lake Orion was implementing. 

The primary objective of the pilot was to identify the optimal combination of furniture styles and technology to support flexible learning throughout the district. The program was rolled out in two phases: elementary schools first, followed by middle and high schools. Each pilot ran for six weeks, during which feedback was collected from the students, teachers, and administrators. 

The pilot program tested various types of furniture within the same classrooms to determine what worked best. Students tested out different furniture options like chairs with casters, group tables, wobble stools, soft seating, storage, individual desks and more. Additionally, the program evaluated technology options to establish district standards, including smart boards, webcams, audio enhancement systems, and student devices. 

Since implementation, the new furniture has had a significant positive impact on student engagement and well-being. Flexible furniture options provide students with a sense of autonomy, allowing them to move and choose seating arrangements that best suit their learning styles. The increased movement and flexibility also contribute to higher engagement levels and improved physical and mental well-being. 

To support educators, the district has provided training on how to set up and use the new classroom furniture packages effectively. Instructional coaches were available to assist with technology integration, ensuring that teachers felt confident and capable in the updated learning environments. 

A key goal of the initiative was to create equitable learning environments across the district. Each grade level and department received the same “kit of parts” for instruction, promoting consistency and fairness. This district-wide initiative also reinforced the commitment to providing all Lake Orion students with the best possible learning environments. 

Looking to the Future

The success of the furniture pilot program has instilled trust in the community that Lake Orion Community Schools is making well-informed decisions to enhance teaching and learning environments. Presentations to the community and the school board have highlighted the program’s impact on students, setting the district up for future success in capital improvement initiatives. 

By gaining buy-in from educators, students, and the community, Lake Orion Community Schools has positioned itself as a forward-thinking district dedicated to continuous improvement and student success. 

What do we mean by our “ecosystem of teams?”

We recognize that to truly support educational institutions, we must offer holistic solutions that address all aspects of their growth and success. Our ecosystem approach does just that by placing our clients and their students at the center of everything we do. This means that rather than offering a disjointed array of services, we provide integrated solutions that address the many needs of our clients. Other professional services firms will typically structure themselves in one of two ways:

1. They accumulate “add-on” services that can be tacked on to a primary offering for a cost, but the business functions mainly to support the main service; or
2. They run distinct business units which provide robust offerings but generally operate independently from one another.

The shortcoming of both these approaches is that the client receives only one type of service at a time. But we understand how your unique challenges intersect and overlap. That’s why we see issues like enrollment, budgets, building function, planning, training, and maintenance as opportunities that can be addressed in a more holistic way.

Example One: Redefining the Educational Experience for Local Elementary Students

Imagine a K-12 school district that is planning for major renovations and expansion across multiple elementary schools. The district needs bond planning services to secure funding, innovative furniture design to support modern learning environments, and commissioning services to ensure that the new systems and structures operate efficiently. In a traditional model, the school district might work with a consulting firm for bond planning, a furniture vendor for the design and procurement of furnishings, and a separate firm for commissioning services. Some firms might even have these services all under one roof, but at GMB we don’t see these as separate issues to solve—they are all part of a single, complex solution.

We have a different approach. Instead of addressing individual challenges, our teams consider the entire experience your district offers and uncover how to make it a reality. By partnering with us, the district doesn’t just get these services delivered under one roof—they gain a holistic approach where everything is interconnected. Beyond the initial services, they also receive attention in critical areas like security consulting, energy management, and district branding. Our security consultants collaborate with the district from the beginning to design safe and secure learning environments that protect students and staff, and the planning team communicates these needs with the community. Simultaneously, our marketing team and educational planners work to create a cohesive district identity that resonates with both the community and prospective students, while our interior designers collaborate with the district’s educators to design a furniture plan that supports student-centered learning environments. Beyond simply ensuring that systems—HVAC, lighting, and more—function as intended, our energy management teams align these efforts with the district’s broader goals.

Our ecosystem of teams ensures that every aspect of the project, from securing initial funding to the final commissioning, is aligned with the district’s unique educational vision and operational needs. By partnering with us, the district benefits from a truly integrated approach, where all elements are connected and work together to create a more cohesive and effective learning environment—far beyond what could be achieved by hiring individual consultants for each service.

Example Two: Attracting and Retaining Students Through Enhanced Facilities

A university is planning to build a new student center, a central hub designed to enhance campus life and serve as a key attraction for prospective students. This project requires not only architectural design and engineering, but also effective branding to ensure that the new center resonates with the university’s identity and draws in future students. In a traditional model, the university might engage an architecture firm for the design, an engineering firm for the structural work, and a marketing agency for the branding. Each firm works independently, leading to longer timelines and potential misalignments.

We step outside the traditional realm of problem-solving. We view the entire project through a holistic lens, considering how every element—from safety and energy management to sustainability and enrollment—works together to create a cohesive experience that reflects the university’s values and vision. By partnering with us, the university doesn’t just get architectural design, engineering, and branding services under one roof; they gain a deeply integrated approach where everything is interconnected. Our teams begin by collaborating closely with university stakeholders to understand their architectural vision for the student center. Our engineering team works in tandem with the architects to ensure the facility is safe, efficient, and functional. Meanwhile, we engage with the university’s Marketing Office to develop a branding strategy that incorporates the university’s identity into every aspect of the student center, from signage and wayfinding to updated print materials and messaging. Additionally, we integrate carbon neutrality goals and campus planning into the project, helping the university meet sustainability targets campus-wide, an increasingly important element to both current and prospective students.

But a new building doesn’t just bring in new students—we help connect the dots between the built environment, the university’s brand, and the right-fit students the institution wants to attract. The final product is a student center that embodies the university’s values, meets the needs of students, and serves as a compelling attraction for future generations of students.

Technology is ever changing with new and innovative advancements that aim to enhance instruction and student learning. At Ivy Tech’s East Chicago Welding Lab, the use of technology is changing the way they teach welding, what they are calling a 22^nd century growing industry. A new way to immerse students in welding techniques is through the college’s new virtual welding simulators. Bays of virtual reality (VR) welding trainers, equipped with TV monitors on the wall, mirror the small virtual display unit so instructors, peers from the class, and other building users can see the technology in use. With realistic sounds and sparks, demonstrations and replay mode, the VR system enhances welding curriculum with safe, teachable training for all levels of students. When balancing a variety of learning styles with hands-on skills training, virtual learning and in-person instruction, technologies can bring students together in a way that provides an equitable experience for all learners.

However, it’s no coincidence that an emphasis on outdoor learning in higher education settings is also in focus. In what is perhaps a counter pendulum swing to the technology generation, we’re seeing health and wellbeing facilities and spaces being designed on college campuses everywhere. From outdoor meditation gardens and labyrinths with no WiFi signal, to spaces in residence halls and academic buildings that offer quiet personal time for contemplation, rejuvenation, and creation. A new residential master plan GMB completed included a new green space on campus with the purpose to foster additional opportunities for student connection and community-building, with features like a hammock park and outdoor firepits. As designers, we’re challenged with creating places where students and faculty alike can balance both their virtual and physical worlds.

AIA’s annual Honor awards celebrate excellence in local architecture and architectural design by honoring projects completed, individual architects, students, and community leaders for their contributions to the profession. Founded in 1857, AIA is the preeminent professional organization for architects across the country, working to create more valuable, healthy, secure, and sustainable buildings, neighborhoods, and communities through the creation and promotion of ethical standards and code of conduct for all members.

Ludington Area School District and the surrounding community decided to consolidate the district’s three elementary schools and early childhood center into one new, centralized facility as part of their 2019 bond proposal. The new elementary complements the district’s forward-looking approach to curriculum design, facilities planning, and classroom design. The resulting building delivers spaces that are flexible and transitionally appropriate for each age group, with extended learning areas throughout to provide opportunities for students to find their place and help propel the district in a new direction around collaborative learning.

“The design of Ludington Elementary School was one of those rare feats that meets the needs of everyone,” said Dr. Kyle Corlett, Ludington Area School District Superintendent. “Our students love it, our staff love it, and our parents love it.”

The 155,00-square-foot elementary building establishes a learning ecosystem within the community and breaks down the classroom wings into smaller, grade-level centered neighborhoods that feel more approachable to an elementary-aged student. Recognizing that learning doesn’t happen only in the classroom, Ludington Elementary was designed with outdoor learning areas, dedicated extended learning areas, and niches in the corridors that function as an accommodated learning space. All of the shared amenities and special programs are organized along a center spine that connects all the neighborhoods together, creating a clear wayfinding path and circulation loop around the building.

“Ludington’s elementary students will experience a real transformation in their learning with this new facility, and it was such a rewarding process to work with the district’s team who really went above and beyond to approach education differently,” said Thom Danckaert, project architect with GMB. “Ludington believes that learning happens everywhere for everyone, and this building is a true testament to that belief.”

The Ludington Elementary School has been recognized as an award-winning project that will inspire other education leaders by American School & University Magazine for a 2022 Outstanding Design Award and by Learning by Design Magazine for a 2023 Outstanding Project Award. The project has also been featured in Education Snapshots, Learning by Design Magazine, and School Construction News.

In addition to the architectural design and engineering services provided by GMB, the elementary school was constructed by The Christman Company, a leading construction management firm. More information about the award-winning school can be found at this link.