Footprint Center  • Declassified

A modern identity for the Phoenix Suns' arena

Footprint is a materials science organization that specializes in engineering fiber-based packaging as a solution to the global issue of plastic pollution. In an effort to increase its brand visibility and reach, Footprint secured the naming rights to a national sports arena. In order to effectively implement its recently redesigned brand identity in this new setting, Footprint enlisted the help of L+R, as its strategic design partner. As a result of their collaboration, the brand identity was successfully adapted for the arena, earning multiple awards for its impactful execution.

The Footprint Center brand identity has been designed to increase the visibility and prominence of the company and to demonstrate its commitment to reducing single-use plastic to millions of attendees and television viewers. The company's innovative approach to sustainability is highlighted throughout the stadium with education and communication design.

A Model for Sustainable Stadiums

Footprint acquired naming rights to further its mission by eliminating the use of plastic in all stadium operations. The Footprint Center will serve as a testing ground for sustainable initiatives, providing a platform for partners and venue operators to collaborate and promote a plastic-free future.

A Brand with a Message

L+R centered the stadium branding around Footprint’s bold wordmark and leaf iconography. The handcrafted characters of the wordmark present Footprint as a powerful, sophisticated protector of the planet. The concentric leaves of the icon continually point onward and upward suggesting the potential of Footprint’s solutions to scale infinitely, as well as and the power our choices have to reverberate through time and impact future generations.

Referencing a Broader Mission

L+R designed the branding for the Footprint Center after a complete overhaul of the brand’s visual identity to better communicate its vision of leveraging natural materials, human innovation, technology, and engineering to single-use plastic from the market.

Footprint Center translated a sustainability mission into the scale and visibility of a major sports arena. The broader challenge is making a brand's purpose tangible in a physical environment people experience together. At L+R, emerging technology becomes competitive advantage through strategy, technical execution, and craft, with AI brought in only where it can improve a real business outcome. If your brand needs to work across space, media, and operations, bring the business problem to our team.