University of Pittsburgh
Challenge
Accepted.
Pitt Athletics engaged with ZEBRADOG’s team to transform the Petersen Events Center and surrounding athletic precinct into a cohesive, high-energy environment that would reflect the pride of its programs, engage fans, and leave a lasting impact on recruits.
We had a great experience with ZEBRADOG throughout several brand integration projects on our athletics campus.
Our basketball practice gym came to life with their fresh thinking and implementation. Coaches, players and staff love their results.
Dustin Gray
Deputy Athletic Director, Administration
THE DETAILS
SNAPSHOT
Client: University of Pittsburgh
Architect: FortyEighty Architecture
Location: Pittsburgh, PA
EXPERTISE
Donor Recognition
Wayfinding / Signage
Experiential Design
Facilities / Campus Branding
Interactive Media Design / Development
MARKET
Higher Education
Athletic Facilities
Pitt Athletics teamed up with us to transform key areas within the Petersen Events Center and surrounding athletic precinct, creating a cohesive brand experience that energizes athletes, engages fans, and inspires recruits.
The reimagined Thomas E. Richards Family lobby serves as the heart of the facility, showcasing the legacy of Pitt Football and Men’s and Women’s Basketball through immersive displays, digital media, and historic memorabilia. Design updates to the Basketball Training Center have transformed a functional space into a recruiting asset, while refreshed club levels now offer distinct, branded experiences tailored to fans and donors.
Storytelling and cohesive graphics bring Pitt’s championship tradition to life throughout the facility. A new wayfinding system ties it all together, making navigation intuitive while reinforcing Pitt’s identity across venues.
Today, the transformed Petersen Events Center makes one thing clear: Pitt Athletics embodies excellence and its best chapters are still ahead. “Hail to Pitt!” has never carried more pride.
Areas of Impact
Thomas E. Richards Family Lobby
Thanks to the support of a leading donor, we transformed the four-story lobby of the Petersen Events Center, now proudly named the Thomas E. Richards Family lobby. Towering 50-foot columns were wrapped in a digital canvas, allowing the space to transform instantly for each event while amplifying the Pitt Athletic brand for thousands of visitors.
Signature Pitt Accolades
As a central hub for Pitt Athletics, the lobby at the Petersen Events Center offers a dynamic space to celebrate the legacy of Pitt Football and Men’s and Women’s Basketball. Designed to engage fans, alumni, and recruits, the lobby brings these storied programs to life.
Custom display cases now highlight NCAA tournament milestones, championship banners, and standout moments from Pitt Basketball, igniting pride and giving recruits a glimpse of what it means to wear Pitt across their chest.
With training and games held off-campus, it was important to give Pitt Football a strong presence within the Petersen Events Center. Historic memorabilia, trophies, and player achievements now claim a prominent spot, ensuring the program is proudly represented at the heart of Pitt Athletics.
Training Center
Every great team needs a home that reflects its ambition. For Pitt Basketball, the Training Center became that place. What once was a stale, ineffective practice area is now a dynamic recruiting hub, delivering bold graphics and a fresh interpretation of Pitt’s signature color palette. A comprehensive design plan laid the foundation for a space that now energizes athletes, impresses recruits, and reinforces program pride at every turn.
Club Level Experience
Each of the club spaces at the Petersen Events Center—the Campus View Club, Platinum Club, Valasek Family Club, and the I.C. Light Baseline Club—was given a distinct brand identity tailored to its audience and atmosphere. We brought these brands to life through immersive design details, custom graphics, and storytelling elements to elevate the game-day experience across all club levels.
Comprehensive Athletic Precinct Wayfinding
The wayfinding program was developed to improve navigation at the Petersen Events Center and Petersen Sports Complex. This included custom specialty signage to elevate the overall guest experience.
