Sometimes, a project is more than a project. It can be a once-in-a-lifetime opportunity to give an entire city a lasting source of pride—a place for the community to gather, a home for the city’s beloved team, a venue that elevates the standard for the sports experience. Little Caesars Arena was just this kind of project.

We were first engaged to create the venue logo—then gained momentum and undertook everything from wayfinding systems to digital elements, heritage treatments, partner activations, and programming.

Little Caesars Arena ultimately became a showcase of Elevate’s full-service design capabilities—spanning brand identity, wayfinding strategy, partner integration, concession storytelling, exterior signage, and digital elements. The arena’s unconventional architecture required inventive, efficiency-driven thinking, and the solutions delivered had measurable impact. Our portal-based wayfinding system dramatically improved guest circulation, reducing the need for staff assistance and helping fans reach their seats faster—so effective that it has since been adopted by numerous other venues across the country. Each concession space was elevated through custom branding, taglines, and visual identity work that enhanced both partner value and fan experience. And our collaboration with Olympia Development ensured that every exterior touchpoint fit seamlessly into Detroit’s historic urban fabric while still delivering clarity and prominence.