What happens when you alter a national treasure, an historic landmark, the standard for a category that sets all the standards? The Green Bay Packer organization faced just that task when they began a renovation to "improve" and modernize Lambeau Field, the hallowed home of their storied franchise. A new pro shop was to be added as well as a world class restaurant, a new Hall of Fame and convention and events center. We knew the only way to move forward into the future was to harken back to our past.
We dove deep into the image archive, read up on unique and unusual bits of history. Using old bits of football textures and typography treatments that gave a nod to an actual ball, we attempted to give the respect due to the national landmark while turning a page to what was to come.
We even took the opportunity to take a swipe at a few old rivalries.
