25+ Years of Creative Design, Fabrication & Stadium Sponsorship Experience

Great product design begins with understanding how people interact with the world around them.

For Shad Bruce, co-founder of Branded Seats®, that philosophy has shaped a career spanning more than 25 years in industrial design, creative fabrication, and branded environments.

With a degree in industrial design and extensive experience developing custom products and large-scale installations, Shad has built his career around transforming creative concepts into functional, memorable experiences.

His work has taken many forms, from interactive environments and large-scale stadium sponsorship installations to the innovative seating accessories developed by Branded Seats.

Where Creativity Meets Experience

Through Concept 45 and earlier design ventures, Shad has contributed to a range of projects for sports, corporate, retail, and nonprofit clients.

At Petco Park in San Diego, Concept 45's work includes a 10-foot-tall Sun Bum gorilla, Sonny, and a first-of-its-kind installation featuring an 8-foot-diameter Jack in the Box head mounted atop the right-field foul pole—an innovative sponsorship placement never before attempted.

Other notable projects throughout his career include a 35-foot Miller bottle at Chase Field, branded environments for the Arizona Diamondbacks, and experiential installations for Phoenix International Raceway and the Children's Museum of Phoenix.

While these projects differ in scale and purpose, they demonstrate a shared approach to design: combining creativity, engineering, and functionality to bring ambitious ideas to life.

From Branded Environments to Branded Seats

That same design philosophy extends to Branded Seats.

Drawing upon years of experience in stadium environments and sponsorship activation, Shad helped develop a specialized line of innovative cupholders and in-seat advertising displays.

Through thoughtful product design and patented SnapGraphic technology, Branded Seats creates opportunities for venues and sponsors to integrate branding directly into the fan experience.

It's a different scale of design, but one built upon the same foundation of creativity, problem-solving, and practical execution.

Two Companies. Shared Expertise.

Today, Branded Seats and Concept 45 operate as separate companies with complementary capabilities.

Concept 45 specializes in the design and creation of branded environments and marketing solutions for corporate, retail, sports, sponsorship, and nonprofit clients.

Branded Seats focuses on innovative venue seating accessories and in-seat advertising solutions.

Together, they reflect a shared commitment to creative thinking, functional design, and bringing ideas to life.

From larger-than-life stadium installations to the cupholder beside every fan, great design can make an impact at any scale.