Resources / Case Studies / Tim Hortons Field
Branding of Tim Hortons Field
The branding of Tim Hortons Field began with the request for an overall revitalization of the team’s graphics for the new stadium in 2014. Building on the striking Tiger-Cats brand, The Look Company set out to create an immersive environment worthy of the TiCats’ devoted fan base. To facilitate the requirement for quick and easy updates, custom extrusions allowed for flexibility so that the team could swap out fabric prints with the change of corporate sponsors in specialty areas.
The field of play graphics required proprietary extrusions installed on the walls to accommodate the highly impactful graphic prints on 13oz vinyl. These extrusions granted the ability to change out designs as required for sponsor changeover. The coveted broadcast visible areas in the north and south endzones were also outfitted with custom printed 13oz vinyl, along with the Coors Light Patio located at the north endzone.
Behind The Scenes...
In 2016, the Alumni Lounge got a facelift with a custom bar and buffet. The Look Company contributed to the overall branding of the area by outfitting a suspended frame with an SEG fabric print above the bar. Along the walls in the lounge, 17mm frames, and SEG polystretch fabric prints as well as custom acrylic plaques were hung to pay tribute to alumni members.
Another update in 2016 included the branding of the Coors Light Banquet Bar. The unique design of this space required The Look Company to design a custom showcase for glass mugs that includes digitally printed Dibond. Surrounding the display, exterior extrusion frames were mounted along the walls for 13oz vinyl prints. Rail graphics of digitally printed Dibond images were added to complete the look.
Canadian Football Hall Of Fame
Forge FC Field Of Play Coverups
In 2019, Tim Hortons Field was faced with a new challenge—how to rebrand the stadium to accommodate an additional team playing on the same field. The Forge FC of the Canadian Premier League (CPL), along with the TiCats, would call Tim Hortons Field home.
Premier League (CPL), along with the TiCats, would call Tim Hortons Field home. In close collaboration with the operations team, The Look Company created a system to change out the graphics of the stadium to efficiently switch from football to soccer.
Using custom polywoven with blockout fabric prints, the solution utilized the existing extrusions on the field of play. Fabric prints are installed over the vinyl and zip-tied off for Forge FC games and then removed and stored on transportable rollers. Because the multi-use stadium capacity is 28,218 for TiCats games, custom printed 13oz vinyl mesh seat covers were created for specific sections of the stadium for a more intimate home game setting for the Forge FC.
When I refer to our relationship with [The Look Company], I explain that they are a partner of our organization. They were involved with every level of the creative process and the scale of what we accomplish as a team would not have been possible without the cohesion between the Tiger-Cats and The Look Company
— Matt Afinec, President & COO, Hamilton Tiger-Cats Football Club and Forge FC.