![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 60 45" xmlns="http://www.w3.org/2000/svg"><path d="M 22.5 22.5 L 37.5 45 L 15 45 L 0 22.5 L 15 0 L 37.5 0 Z M 4.049 22.5 L 16.803 41.631 L 31.204 41.631 L 18.451 22.5 L 31.204 3.369 L 16.803 3.369 Z" fill="rgb(255, 255, 255)" height="44.9999542236px" id="D2n7KwITb" transform="translate(22.5 0)" width="37.5px"/><path d="M 0 22.5 L 22.5 22.5 L 22.5 0 Z M 19.191 19.191 L 7.988 19.191 L 19.191 7.988 Z" fill="rgb(255, 234, 0)" height="22.5px" id="r8yrV6Ym6" transform="translate(0 22.5)" width="22.499936117px"/><path d="M 0 22.5 L 0 0 L 22.5 0 L 22.5 22.5 Z M 19.191 3.309 L 3.309 3.309 L 3.309 19.191 L 19.191 19.191 Z" fill="rgb(255, 0, 26)" height="22.50000205642px" id="HkttCdpAI" transform="translate(0 0)" width="22.5000134408px"/><path d="M 10.227 5.114 C 10.227 7.938 7.938 10.227 5.114 10.227 C 2.289 10.227 0 7.938 0 5.114 C 0 2.289 2.289 0 5.114 0 C 7.938 0 10.227 2.289 10.227 5.114 Z" fill="rgb(255, 0, 26)" height="10.227310000000001px" id="X_Hp2kGsw" transform="translate(6.257 6.396)" width="10.227339999999998px"/><path d="M 6.617 5.113 C 6.617 4.283 5.944 3.609 5.113 3.609 C 4.283 3.61 3.609 4.283 3.609 5.113 C 3.609 5.944 4.283 6.617 5.113 6.617 L 5.113 10.227 L 4.85 10.221 C 2.149 10.084 0 7.849 0 5.113 C 0 2.289 2.289 0 5.113 0 C 7.937 0 10.227 2.289 10.227 5.113 L 10.22 5.377 C 10.083 8.079 7.849 10.227 5.113 10.227 L 5.113 6.617 C 5.944 6.617 6.617 5.944 6.617 5.113 Z" fill="rgb(255, 0, 26)" height="10.227310000000001px" id="amWlbbgtf" transform="translate(6.257 6.396)" width="10.227339999999998px"/></svg>)
Phoenix Suns
Suns Up 2.0 translates the campaign identity into a full arena-wide motion system. Every board — bowl, pavilion, compass, social wall, digicon — pulls from one unified language. The matchup loop stays bold and confident while remaining fully operator-friendly through simple dropdown controls.
Built for the fans
Suns Up 2.0 was created as a full in arena motion system for the 2025–26 season. The goal was to take the Suns Up campaign identity and translate it into a piece that could run on the bowl boards, the pavillions, the compass, the social wall, and the digicon displays. The matchup loop needed to look aggressive and confident, but it also had to function as a tool that could be updated through simple dropdown menus.
The campaign guidelines set a very clear direction. Strong orange to black gradients, stretched type, and a focus on swagger and grit are present throughout the document, and those ideas became the backbone of the system.
Heat as a design engine
The gradient work is pulled directly from the Suns Up art direction. The guideline leans heavily on heat and atmosphere, so the gradient was rebuilt to act like a moving environment rather than a background. It bends, stretches, and shifts based on speed, which creates the pressure and glow that define the campaign. Grit was added through distortion passes, camera drag, and textured overlays that match the raw quality shown in the photography and key art.
The 3D elements were lit with the same intense highlights and deep shadows that appear throughout the brand world. Macro basketball forms and rim details sit inside the gradient without feeling separate, which keeps everything consistent with the Suns Up tone.
Gritty type that hits hard
The type system follows the spacing and structure laid out in the guidelines. Stretched matchup titles, condensed secondary text, and clear baselines keep everything readable on large scale displays. The layout uses the same tall vertical proportions seen in the campaign examples, which helps the piece feel like a natural extension of the brand.
Each text block sits inside a responsive container so operators can update teams and game details without breaking the layout. The motion adapts automatically. Masks, blur offsets, and reveal timing all adjust based on the amount of text, which keeps the animation consistent even when the content changes.
The final loop stays true to the Suns Up identity while functioning as a reliable arena system. It has the heat, grit, and energy the campaign calls for, but it is built on a stable design and technical framework. The piece feels loud and expressive on the surface, and very controlled underneath, which is exactly what the Suns Up guidelines ask for.
