National Football League

As arguably the most recognizable and lucrative professional sports league in the United States, the National Football League had committed to a new headquarters location in midtown Manhattan.

Design an environment to celebrate an icon’s past, present and future.

The move presented an opportunity: create a space that moves perceptions of the organization beyond sports and introduce staff, visitors and media to its greater depth.

The NFL is an icon with a strong heritage. But to create a space that encouraged recognition of the brand’s sophistication and leading media presence, the organization needed an environmental story to show staff and visitors that they were about much more than football. A truly fitting environment, designed with a balance of the logic and magic that make the NFL distinctive, could position it as a sophisticated, modern leader.

FutureBrand designed interior spaces that not only celebrate every part of the association—including teams, fans, innovations and the game itself— but also immerse individuals in the organization’s broader goals and impact.

The new brand environments celebrate past and future, passion and strategy, heritage and innovation. In a nod to the organization’s breadth and sophistication, the NFL brand now lives across interactive touch-points.