Sporting Sustainability Brand Refresh
Design + Art Direction
2026
Identifying the Opportunity
It Started with a Sign
What began as a need to improve bin signage for fan awareness quickly revealed a larger issue: the entire sustainability experience lacked clarity and engagement. Rather than treating signage as a standalone fix, we developed a full-platform refresh - starting with packaging and extending through in-stadium video, photography, and environmental storytelling.
Creating an Emotional Connection
Making Sustainability Relatable
With packaging reimagined, the next challenge was in-stadium messaging. Existing content felt corporate and was largely ignored. Our solution was to humanize the story: we positioned a Sporting KC player as a fan in the stands, navigating the same decisions as everyone else. Through an internal monologue, we captured the relatable tension of wanting to “do the right thing” but not always knowing how. This bridged the gap between players and fans - making sustainability personal, approachable, and engaging.
Rethinking the System
Uncovering the Root Problem
Initial analysis showed that bin signage alone wasn’t the problem. The real disconnect was the packaging itself - overly polished, generic, and forgettable. It failed to signal sustainability to fans. We shifted our approach to design packaging that looked and felt compostable, subtly educating fans before they even reached the bins.
Completing the Ecosystem
Building a Connected System
With packaging and video in motion, we returned to the original challenge - bin
signage. Now supported by a cohesive system, signage became the final touchpoint rather than the sole communicator. The broader platform carried the narrative,
allowing signage to reinforce - not carry the message. This holistic approach transformed a simple update into a unified, story-driven sustainability experience.
Design in the Details
Establishing Creative Direction
Creative Guidelines
Learn how to communicate with clarity, confidence, and purpose. This course explores active listening, tone, body language, and message delivery for stronger, more impactful connections.
Content Planning
Learn how to communicate with clarity, confidence, and purpose. This course explores active listening, tone, body language, and message delivery for stronger, more impactful connections.
Capturing the Experience
Learn how to communicate with clarity, confidence, and purpose. This course explores active listening, tone, body language, and message delivery for stronger, more impactful connections.
Bringing the Story to Life
Conall McCourt, Video Producer & Editor • Blake Aerni, SKC Broadcaster & Actor • John Pulskamp, SKC Goalkeeper & Actor
