Elevate Creative was brought in to design the branding and signage for Utah’s Jon M. and Karen Huntsman Basketball Facility and the Sorenson Legacy Foundation High Performance Center, celebrating the Runnin’ Utes’ storied basketball legacy.

The project demanded a branding approach that balanced sophistication with storytelling, integrating seamlessly into the architectural and interior designs. Key challenges included honoring Utah Basketball’s rich history, engaging recruits through immersive storytelling, and creating visual experiences that felt both elevated and approachable across public, office, and recruiting spaces.

Elevate crafted a refined branding and signage program that guided visitors through the facility while celebrating the Runnin’ Utes’ legacy. In the Kem and Carolyn Gardner Legacy Hall, legendary players and historic games are supersized and illuminated, while retired jerseys are suspended from the ceiling, glowing as icons of the program. Along the recruiting path, framed images, personal memorabilia, and inspirational mantras from Coaches Krystkowiak and Roberts tell cohesive, motivational stories. Every element was carefully defined and refined in advance, ensuring a consistent narrative that honored Utah Basketball’s past, present, and future.