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Before there was a building … before there was even a name, Boardwalk was asked to bring its expertise to center court. The developer wanted an exciting, dynamic identity system that would establish the world-class sports and entertainment venue as the premiere destination for nightlife in Los Angeles. The naming sponsor wanted their logo featured prominently and undistorted in any way.
Boardwalk worked with the two parties on naming options and alternative approaches to branding, ultimately delivering an identity system that fit the bill perfectly, to the satisfaction of all involved, and meeting with overwhelming public approval.
With STAPLES Center, Boardwalk champions the concept of a “peelable” identity system … meaning various components of the logo can be peeled away and recombined into other configurations. This approach gives more depth to the system, providing for a richer, more memorable brand identity.
Client Evaluation
As former VP of Marketing and Communications for STAPLES Center, I had the fortunate opportunity to work with Boardwalk on the development of the STAPLES Center identity program. This $420 million dollar facility is one of the premier entertainment venues in the country. Boardwalk was a true strategic partner on the project. They developed branding for the venue that was on target with the positioning. They helped mold a unique identity that worked for the venue, as well as the naming rights partner. As a matter of fact, the identity they designed for the facility remains as fresh and contemporary today, as it did in 1999 when the venue opened its doors. In spite of tight deadlines and firm budgets, Boardwalk delivered – on target, on time, and on budget.
John D. Cimperman
Principal
Cenergy Sports & Entertainment Marketing
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