Virginia Commonwealth University
The coming of age of VCU
When VCU men’s basketball reached the 2011 Final Four, the story of the athletic program turned to a new chapter. To mark VCU’s maturation into a true power program, the Rams turned the Basketball Development Center into a tool to tell their story to players, fans, recruits and donors. The $25 million brick-and-mortar building alone couldn’t do the job. Instead, Advent augmented this state-of-the-art facility with branding that not only reinforces VCU’s past success but also surrounds student-athletes with a bold, exciting environment befitting of two programs with blue-collar values and a modern approach.
Throughout the Basketball Development Center, images of recent teams, college standouts and professional basketball legacies — plus a portion of the floor from the 2011 Final Four in Houston — tell the story of VCU’s growth into a powerhouse. The unique character of VCU basketball, built upon an aggressive and exciting style of play, is prominent throughout the facility is inescapable. Centerpiece images reinforce the program’s mantras of “Havoc Lives Here,” “Chance Favors the Aggressor” and “They Can’t Stop What They Can’t Catch.”