When Barclays Center’s loge seating underwent a full renovation ahead of the 2025-26 Brooklyn Nets season, it needed a brand identity to match.

Our challenge was tackling Gallagher Insurance’s entitlement without defaulting to generic language used across their arena portfolio. Strategy led with Brooklyn – grounding identity in the borough's vernacular where terraces are fixtures of row houses and neighborhood dining.

Gallagher Terrace launched a day before Nets’ home opener. As of 2.23.26, Nets game revenue is up 8.6% vs. “loge seating”, that’s $1.1M in total revenue with 14 games remaining. The Liberty, whose season overlapped with the renovation, added $213K in net-new revenue.