Unity Loop

The 2026 FIFA World Cup brought a rare opportunity to Seattle: welcome the world while ensuring the city’s own communities benefited from the influx of global visitors. The FIFA Seattle Local Organizing Committee introduced the Unity Loop, a 4.25-mile pedestrian route connecting Seattle Stadium to Seattle Center and surrounding neighborhoods, to activate existing infrastructure and connect local businesses and cultural institutions to the economic opportunity the event created. The identity needed to complement FIFA’s event branding while functioning as a long-term civic platform for the city.

Gensler positioned the Unity Loop as a unifying experience connecting the best of Seattle. An inviting, easily recognizable identity creates a cohesive citywide experience, while a custom map organizes exploration into lines, anchors, and stops. An open-source toolkit of activations then lowers the barrier for neighborhoods and businesses to identify as part of the Loop, creating a scalable platform that grows through community adoption.

The Unity Loop connected 2026 World Cup visitors to Seattle beyond the stadium by strengthening neighborhood identity and visibility. More than 150 businesses and institutions adopted the brand toolkit, creating a welcoming, citywide network that encouraged exploration and supported local economies. Designed for long-term stewardship, the platform continues to unite communities, expand participation, and reinforce Seattle’s identity as an inclusive, vibrant, and culturally rich destination.