The Lory Student Center is a community gathering place for everyone on the Colorado State University (CSU) campus, including students, faculty, staff and visitors. After 50 years and 20,000 people a day, it was time to renovate the Lory Student Center inside and out. In the course of the renovation, Perkins+Will and its Branded Environments team identified 11 key “brand story” elements that convey the Center’s history, provide opportunities for donor and other recognition, and capture the spirit and unique essence of CSU. This framework allowed the University to prioritize project expenditures, and enabled development of fundraising tools. The approach also resulted in a flexible master plan for the initial project installation and a roadmap for adding elements in the future. The ensuing design by Perkins+Will turns the University’s emblems and team colors into a vibrant source of energy that permeates the Center.