When Connacht Rugby’s stadium was renamed Dexcom Stadium, it marked more than a change in signage. It was the start of a new era for the Galway stadium. One that needed to honour a beloved sports team, embrace a global health technology partner, and work across everything from matchday to major events. It was about creating a brand that could reflect a modern venue that’s a home for elite sport as well as business and community events.
The challenge
We were brought in not just to design a logo, but to help define the Dexcom Stadium brand. We needed to engage with the key stakeholders to understand the goals and ambitions of the project and build a brand that can flex seamlessly between sport, business and community engagement. This project was about creating a destination brand. An identity that could stand proudly beside Connacht Rugby without overtaking it.
That meant asking difficult questions early on:
- Who should lead the brand, and when?
- How do we give Dexcom visibility as the title sponsor without diluting the club’s heritage?
- How does the brand behave differently on matchdays compared to corporate and community events?
The solution
We took a consultative approach, collaborating closely with key stakeholders to find the right balance. The answer:
- Defined principles for the brand architecture.
- A refined evolution of the identity rather than starting from scratch, maintaining equity while improving clarity and presence.
- A dual-channel approach to branded collateral:
• On matchdays, Connacht Rugby leads and Dexcom supports.
• On event days, Dexcom leads with a Connacht Rugby endorsement. - A clear hierarchy for communications, signage and digital platforms ensuring each touchpoint spoke to its intended audience.
The outcome
The result is a brand built on clarity, flexibility and respect giving Dexcom Stadium the tools to operate confidently—whether it’s hosting Champions Cup rugby matches or an international business conference.
This wasn’t just about creating a logo. It was about creating clarity and alignment.
The final identity is simple, confident and designed to work hard. It reflects a powerful partnership and a stadium that’s more than just a venue. It’s a destination for sport, business and community in the West.
