Green Bay Packers

Rebirth of a Legend

A New Definition of “Non-Game Day Experience” Ushered in at Lambeau Field



Over twenty years ago the most storied franchise in the NFL approached ZEBRADOG to assist in developing a modern brand program for a new era emerging at Lambeau Field. ZEBRADOG created a comprehensive brand and storytelling strategy for the $295M renovation that brought the brand to life in a way that players and fans had never experienced before.


ZEBRADOG got off to such a great start with the Lambeau Field logo we trusted their team with developing the brand experience for Lambeau Field.

Bob Harlan
Executive Director (Retired), Green Bay Packers




Exhibit Design
Identity Design / Branding
Experiential Design
Interactive Media Design / Development


Athletic Facilities
Historic / Museums / Cultural Centers

Unveiling a new logo designed for Lambeau Field was the cornerstone image representing the $295M “Rebirth of a Legend” renovation to this special place in American culture. ZEBRADOG is grateful to have played a small part in the enormous effort to keep Lambeau Field the forever home of the Green Bay Packers.

The experiential design team went on to develop a trailblazing new approach to facility branding by creating a comprehensive plan to map out visitor touchpoints, history, championships, and memorabilia to tell the Green Bay Packers story with exacting detail.

Over the years, dynamic media experiences were layered in with storytelling exhibitory to create programs that not only delighted fans but players too:

ZEBRADOG conceived of and delivered a 25’ long interactive media tool designed to give the Green Bay Packers head coach the ability to deliver instant handheld inspirational messaging to players, create roster updates, and share highlights from last week’s crushing of the Bears. The energetic Winners Wall is a technical tribute to the time-honored legacy that is the most storied franchise in the NFL.

The private Players Entrance exhibitory program features a 350-foot comprehensive history exhibit of the Packers and centerpieces four Lombardi Trophies. The signature Packer “G” art installation is a walk through grace and dignity waiting to evolve as this franchise continues to lead the NFL in popularity and rabid attendance.

It doesn’t get any better than visualizing the best stories for the most popular team in the NFL playing in the most beloved stadium in history.