During our brand, wayfinding, and sponsorship audit review we noticed a fantastic opportunity and much needed direct connection between Camelback Ranch’s developing identity and the storied teams themselves. We began by creating a graphic brand language that combined the Los Angeles Dodgers and Chicago White Sox iconic logos with that of the previously designed mark.

We then worked with the facility managers to develop wayfinding and brand solutions that integrated with the existing signage to keep cost down. These planned upgrades would help create new impact areas for extending the new brand language and give the facility its own distinct look. After these initial layers we then strategized and conceptualized both “hot” and “cool” sponsorship zones that were based on park location, spacial hierarchy and overall visual impact on the fans themselves.