Athletic Club Boise
A stadium built for Boise.
A brand built into every corner.
Our Role
Graphic Design
Production Coordination
Fabrication Collaboration
Brand Consultation
Creative Direction
Environmental Design
Brand Experience
Wayfinding & Signage
Athletic Club Boise is Idaho's first professional soccer club, bringing USL League One soccer to the Treasure Valley in 2026. Guided by, By Boise, for Boise, the club is creating more than a team: a shared identity, a new tradition, and a lasting source of community pride.
Its new stadium at Expo Idaho gives that vision a home.
The Opportunity
A new stadium. A blank canvas.
Launching Idaho's first professional soccer club meant creating a home that supporters could claim as their own.
With a new stadium taking shape at Expo Idaho—transforming a facility that hadn't seen significant upgrades in decades—Athletic Club Boise had an opportunity to extend its bold identity into the physical environment.
The challenge was to balance supporter energy, wayfinding, partner visibility, and the realities of an active construction site.
From the seats to the sidelines, every element needed to feel unmistakably Boise.
BEFORE THE FIRST WHISTLE, WE MADE SURE BOISE HAD SOMETHING TO CHEER FOR.
The Solution
Make the whole stadium feel like home turf.
We treated the stadium as an extension of the club's identity, applying its visual system at every scale.
One guiding principle shaped the work: the club's colors own the stadium.
Outside of dynamic LED content, partner branding would live within the club's black-and-green palette, creating consistency across a venue filled with different experiences and sponsors.
The goal? An environment with serious wow factor the moment supporters walk in—and a bold, recognizable presence on broadcast.
The Big Picture
The Big Picture
Boise, built into the stands.
Some brand moments are meant to be seen from across the stadium. Others are meant to be seen by the thousands watching from home.
A city in the seats. White seating amidst the green club seating area spells out “BOISE” with a single Purple Seat — nod to the peregrine falcon's eye, an unmistakable visual landmark, and a tie to our community engagement strategy.
Identity at scale. Grandstand branding, field boards, and LED graphics carry the club's identity throughout the venue, creating a striking backdrop for matchday and broadcast.
Pride in every step. Painted green brand messages transform grandstand stairways into another opportunity to reinforce the club's identity.
The Work
The Details
More than signs on walls.
We brought personality and purpose to the spaces supporters move through, turning functional elements into meaningful brand moments.
A welcome from every angle. Dual-view installations pair club messaging and crest elements with player photography, changing as supporters move past. Statements like “Built to Rise” and “Built by Boise, for Boise” set the tone.
Finding your way. Concourse wayfinding, entrance graphics, and directional signage help supporters navigate the stadium without compromising its visual identity.
Making every surface count. Accordion signage and player banners energize the Turf Club, while sponsor applications follow consistent brand standards throughout the venue.
The Work
The Making
From measurements to matchday.
Bringing a brand to life in a stadium still under construction takes more than great mockups.
Countless site visits, measurements, thoughtful material selections, and collaborations with local fabrication partners helped us turn concepts into physical installations, prioritizing impact over flash and making smart use of every dollar.
We worked alongside construction and architecture teams as brand consultants, providing input on elements like shipping container colors and accessibility while adapting creative solutions to real-world conditions.
Some days were about big-picture vision. Others were about getting the measurements right.
Both mattered.
Partners Credit: Trademark, Cushing Terrell
7,200+ Supporters Per Match
Every home match in the inaugural season has sold out, with crowds exceeding 7,200.
Boise Pride, on Full Display
From the grandstands to the concourse, the stadium has become a physical expression of the club's By Boise, for Boise philosophy—and a place where supporters can show their pride.
A Stadium Made for the Spotlight
Bold seating graphics, field-level branding, and environmental details create a distinctive visual identity that carries through on national broadcasts.
A Brand Built Into the Experience
An integrated system of graphics, signage, and installations creates a cohesive environment across the stadium, brought to life through close collaboration with local partners.
Home-field advantage. You can feel it.
The finished stadium delivers what we set out to create: a bold, unmistakably Boise experience that makes an impression from the moment supporters arrive—and looks incredible on national broadcasts.
The brand doesn't just surround the game. It helps make matchday feel like something bigger.