Brands in Space — Case Study
Customized Turf acoustic systems help Gensler and RDG transform identity into immersive branded environments at Western Michigan University, Say It Loud, and the University of Illinois.
An off-the-wall solution to a common design challenge
At Western Michigan University’s Seelye Athletic Center and the University of Illinois’ Ubben Basketball Complex, Gensler looked overhead to embed iconic athletic marks directly into architecture. In Nebraska, RDG Planning & Design transformed a shipping container into Say It Loud (Beyond the Built Environment) — a mobile exhibit celebrating diverse designers. Different contexts, one ambition: embed brand elements like logos, typography, and color into physical space. These projects demanded more than sharp design. They required systems capable of bringing institutional identity into three dimensions, with uncompromising color and acoustics.
Dimensionalizing graphic elements
At WMU, the Broncos mark was built into Beam baffles through precision-cut felt laminations, uniting lighting, acoustics, and brand in a single coordinated plane. At Illinois, standard Beam baffles were sequenced and color-blocked to form the Block I — no specialty fabrication, just smart layout and exacting color control. Inside Say It Loud, Reveal baffles and custom Tubular panels translated bold typography and saturated color into a compact volume. Across all three, the approach was consistent: use proven acoustic systems as a toolkit — extending them through layout, carving, and color to realize design intent without inventing costly new products.
Sound and quality control
As with any Turf project, performance was never secondary to aesthetics. At WMU and Illinois, noisy athletic environments required sound control without muting intensity. Integrated LED Beam baffles resolved lighting and acoustics within a single ceiling system, simplifying coordination and eliminating applied graphics. In Nebraska, mobility became the constraint. The exhibit traveled statewide, demanding lightweight, durable construction that preserved visual integrity. Across diverse settings, constraints like lighting, acoustics, mobility, and institutional standards became productive design drivers. The result was not one-off customization, but disciplined extensions of proven Turf platforms.
“Originally I wanted to integrate the logo into the baffles, but how it was done is what we developed together.”
Marshall Morrison (Architect, Gensler)
“We’re able to help architects use our products in the most unique way possible to fit their space.”
Gwyneth R. Otis (Senior Account Manager, Turf Design)
“We wanted the space itself to amplify the voices of the designers we were featuring.”
Adam Weise (Partner & Architect, RDG)
Acoustics systems as core expressions of brand identity
At WMU, a donor-funded golf facility became a branded training environment. At Illinois, the Block I anchors locker rooms as structure, not decoration. Inside Say It Loud, saturated magenta and teal turn felt into a magnetic device to attract attention and visitors. In each case, branding is embedded — not applied. For Turf, these projects reinforce a clear position: acoustic material is not a backdrop, it is infrastructure for identity — a toolkit that allows architects to translate brand into space with clarity, precision, and performance.