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sportsbook
enhancing the fan experience
1909 Woodall Rodgers Freeway
Suite 415	 Dallas, Texas 75201
t: 214 661 6976
Chris Bauer	 cbauer@FocusEGD.com
Oliran Johnso...
table of contents
01 SERVICES			 	 	
FIRM PROFILE
LEADERSHIP
	 Wayfinding Masterplanning + Signage Design   .  .  .  .  . ...
Located near the heart of Dallas’ vibrant, downtown Arts District,
FocusEGD is a multidisciplinary firm offering full serv...
FocusEGD is built on the energy generated by the close
collaboration that Chris Bauer and Oliran Johnson have shared over
...
Wayfinding Masterplanning + Signage Design
	 Environmental Graphic Design
	 Themed Environments
	 Placemaking			
	 Brand I...
9
Wayfinding is more than people moving through the built environment effortlessly, it is
an opportunity to create positiv...
10
Environmental graphic design creates a sense of arrival, a sense of
belonging and a sense of place. Your environment is...
11
Themed environments are transformative places designed to captivate
audiences and create memorable experiences. These s...
12
Placemaking is about creating a sense of arrival and destination. It is a sociable,
comfortable space that caters to pe...
13
Your brand speaks volumes about who you are. Showcasing your brand communicates
your unique story and culture. We creat...
14
Brand building is all about perception. It is about amplifying, enhancing, managing and
building an authentic image. Br...
Dallas Design District
Whataburger Field
T.C.U. Athletic Complex
Garland I.S.D. Special Events Center
Dodger Stadium
Curre...
16
A Warm Welcome
dallas design district
Working with a team of landscape architects and city
planners, FocusEGD developed...
17
Corpus Christi, Texas has seen the rise and fall of various industries in its
warehouse district. But now, the district...
18
t.c.u. athletic complex
Client: Texas Christian University
Location: Fort Worth, TX
Architect: HKS Inc.
Sign Fabricator...
19
garland i.s.d. special
events center
Client: City of Garland
Location: Garland, TX
Architect: HKS Inc.
Sign Fabricators...
20
dodger stadium
Dodger Stadium, built in the early 1960s, overlooks the sprawling city of Los Angeles. Working closely w...
21
University of Texas Arlington Events Center
Arlington, Texas
Exterior and interior wayfinding and graphics design for a...
22
University of Texas Arlington Events Center
Arlington, Texas
Exterior and interior wayfinding and graphics design for a...
Salt River Fields at Talking Stick
	 Branding, Wayfinding + Sponsorship
Camelback Ranch
	 Branding, Sponsorship + Wayfindi...
Salt River Fields at Talking Stick
Branding, Sponsorship + Wayfinding
LEED Gold Certified 2011
25SALT RIVER FIELDS | Introduction
THE RUNDOWN
Situated in the scenic landscape near Phoenix, Arizona, Salt
River Fields a...
26SALT RIVER FIELDS | Scope + Wayfinding
PLAY BY PLAY
Salt River Fields at Talking Stick (SRFTS) is a delicate balancing a...
27SALT RIVER FIELDS | Brand Identity
A sophisticated and forward-looking design that capitalized on the facilities’ archit...
28SALT RIVER FIELDS | Brand Identity
brand identity implementation
HOLISTIC BRANDING
The new brand identity was a beacon f...
29SALT RIVER FIELDS | Wayfinding
PLAN FOR ACTION
At Salt River Fields wayfinding planning provided highly experiential
dir...
30SALT RIVER FIELDS | Wayfinding + Signage Design
THE RIGHT DIRECTION
A solid wayfinding system that worked with the archi...
31SALT RIVER FIELDS | Wayfinding + Signage Design
HIGH-FIDELITY EXPERIENCE
Although, the entire complex was a canvas for g...
32SALT RIVER FIELDS| Wayfinding + Signage Design
CREATING SENSE OF ARRIVAL
Entering and leaving a sports facility should b...
33SALT RIVER FIELDS | Interpretive Signage
CREATING LEGENDS
Storytelling is at the heart of the Spring Training Facility
i...
34SALT RIVER FIELDS | Concourse + Concession
UP TO STANDARDS
Upon entering the concourse the graphical elements engage and...
35SALT RIVER FIELDS | Interior Signage
INSIDE THE BRAND
Within and throughout the entire complex, branded touchpoints tran...
36SALT RIVER FIELDS | Sponsorship
WE’VE GOT YOUR BACK
With any sport and entertainment entity sponsorship planning is an i...
37SALT RIVER FIELDS | Operational Signage
GOT YOUR BASES COVERED
Eye catching graphics that serve the fans on a functional...
38SALT RIVER FIELDS | FocusEGD Results
“We were a bit shocked, but thrilled when Arizona Diamondbacks vice
president of co...
Think of your identity elements as
a tool to create your culture by 	
associating positive experiences
with the facility o...
40CAMELBACK RANCH | Introduction
IT’S MAJOR
Camelback Ranch is the spring training home to two of the most well-known Majo...
41CAMELBACK RANCH | Scope
THE STATS
In sporting facilities graphic elements identify, direct and build brand identity to c...
42CAMELBACK RANCH | Assessment
assessment
WAYFINDING
While people like to explore, they hate to be lost.
Proper wayfinding...
43CAMELBACK RANCH | Assessment
EXTERIOR WAYFINDING
Creating a sense of arrival begins even before
visitors have exited the...
44CAMELBACK RANCH | Assessment
INTERIOR WAYFINDING
Once inside the complex, fans are able to explore the facility, but wit...
45CAMELBACK RANCH | Assessment
BRANDING
Branding is more than just logos its an opportunity to connect with the fans in a ...
46CAMELBACK RANCH | Sponsorship
sponsorship
ATHLETIC SUPPORT
As more sponsors take advantage of investing ad revenue in tr...
1909 Woodall Rodgers Freeway
Suite 415	 Dallas, Texas 75201
t: 214 661 6976
Chris Bauer	 cbauer@FocusEGD.com
Oliran Johnso...
48
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  1. 1. sportsbook enhancing the fan experience
  2. 2. 1909 Woodall Rodgers Freeway Suite 415 Dallas, Texas 75201 t: 214 661 6976 Chris Bauer cbauer@FocusEGD.com Oliran Johnson ojohnson@FocusEGD.com www.FocusEGD.com
  3. 3. table of contents 01 SERVICES FIRM PROFILE LEADERSHIP Wayfinding Masterplanning + Signage Design . . . . . . . . . . . . . . . . . 9 Environmental Graphic Design . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Themed Environments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Placemaking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Brand Integration + Sponsorship Planning . . . . . . . . . . . . . . . . . . . 13 Brand Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 • Interpretive • Experience • Concession Branding Dallas Design District . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Whataburger Field . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 T.C.U. Athletic Complex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Garland I.S.D. Special Events Center . . . . . . . . . . . . . . . . . . . . . . . 19 Dodger Stadium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Current Sports + Entertainment Projects . . . . . . . . . . . . . . . . . . . . 21 Completed Sports + Entertainment Projects . . . . . . . . . . . . . . . . . . 22 02 PROJECTS Salt River Fields at Talking Stick Branding, Sponsorship + Wayfinding . . . . . . . . . . . . . . . . . . . . . 23-36 Camelback Ranch Branding, Sponsorship + Wayfinding . . . . . . . . . . . . . . . . . . . . . 38-44 Assessment + Masterplan 03 CASE STUDIES
  4. 4. Located near the heart of Dallas’ vibrant, downtown Arts District, FocusEGD is a multidisciplinary firm offering full service Environmental Graphic Design services. Our team is exceptionally well-qualified to create positive experiences through inspired, responsible design practices. Our project experience spans all sectors across the United States and abroad. EXPERIENTIAL Elevate the total sensory game day experience. PASSIONATE Champion your project in vision, design + execution. EXPERTISE 90 cumulative years in the specialty of branding, graphic design + wayfinding. FOLLOW THROUGH Leadership in implementation, from ground-breaking to grand opening. firm profile
  5. 5. FocusEGD is built on the energy generated by the close collaboration that Chris Bauer and Oliran Johnson have shared over the past 20 years. With diverse design backgrounds and 50+ years of combined environmental graphic design experience, each brings a unique perspective to the firm. Together they have developed a design philosophy, work processes and a team of design profes- sionals unrivaled in the industry. Chris and Oliran share the vision of inspired, responsible EGD that engages, enriches and empowers the public. Together, this leadership team will guide your project from inception to actualization. leadership leadership history years combined experience We believe that design experience should be innovative, cultural and emotional. Each solution should be as unique as your goals and your circumstances. We believe that these solutions should thrive on collaboration and communication. Grounded in a thorough under- standing of your project objectives, we work to engage the public, shaping both their physical and emotional interaction with the built environment. These interactions influence perceptions: of a brand, of the sensory experience of a resort, of the professionalism of a hospital or the exhilaration of a sporting event. We create strategically placed touch points that engage, perform extensive research that enriches, and present concise, structured messaging that empowers. Our clients embrace design as a business driver and as an investment. We deliver solutions that exceed their expectations. our design approach completed projects ChrisBauer OliranJohnson
  6. 6. Wayfinding Masterplanning + Signage Design Environmental Graphic Design Themed Environments Placemaking Brand Integration + Sponsorship Planning Brand Building • Interpretive • Experience • Concession Branding FocusEGDsportsbook FocusEGD thoroughly investigates your audience and collaborates with stake- holders to create a common creative vision that guides the design process.
  7. 7. 9 Wayfinding is more than people moving through the built environment effortlessly, it is an opportunity to create positive and engaging experiences. At FocusEGD user-cen- tered wayfinding uses an interdisciplinary and strategic approach. A comprehensive assessment focuses on the people who use your space and the goals of multiple stakeholders to masterplan a system that enhances the space, reduces cost of ownership and stands the test of time. A wayfinding system goes beyond orienting and directing users, it advances your goals, visions and communicates your brand identity. Our team recognizes the importance of functional beauty and works with many disciplines from architecture, facility planning, interior design and branding to design and implement unique wayfinding systems that make sense for your space and your audience. wayfinding masterplanning + signage design DodgerStadium
  8. 8. 10 Environmental graphic design creates a sense of arrival, a sense of belonging and a sense of place. Your environment is unique – unique architecture, unique culture, unique challenges. The design of a sign system must acknowledge and embrace these realities. It must also engage the public and enrich their experience. Factors that influence our design process include architectural and interior design, sight lines, relevant codes, physical space, functional preferences and budget. We draw inspiration from your objectives and back it up with design solutions that are innovative, appropriate and responsible. wayfinding graphic design GarlandI.S.D.Center
  9. 9. 11 Themed environments are transformative places designed to captivate audiences and create memorable experiences. These spaces are emotional and engaging and celebrate culture, history and site specific heritage. Without overwhelming the visitors, these spaces are visually rich with integrated graphics that create a dialogue. To craft this unique focused atmosphere FocusEGD thoroughly investigates your audience and collaborates with stakeholders to create a common creative vision that guides the design process. Our collaborative user-centered approach pulls from many disciplines to create immersive environments that impact your fans and visitors positively and builds fan culture. themed environments TroyAikmanFoundation U.S.CellularField
  10. 10. 12 Placemaking is about creating a sense of arrival and destination. It is a sociable, comfortable space that caters to people and the community that surrounds it. Complex and dynamic, these environments physically articulate the culture and vision of the space. Every place has a story and as designers our creative work expresses that story in a visually compelling and engaging way. Every space is context specific and placemaking is opportune for creating and building a branded image. For FocusEGD graphic elements and visual communication must align with your vision in order to support your authentic vision and culture. placemaking DallasDesignDistrict
  11. 11. 13 Your brand speaks volumes about who you are. Showcasing your brand communicates your unique story and culture. We create tangible, three-dimensional expressions of your brand and culture. Our solutions will communicate your vision to your audience through the development of brand touchpoints that are integrated into the space. These touchpoints will immerse and enlighten awareness of your brand and culture. brand integration Attracting and retaining the right brand affiliates for any event or venue means offering extraordinary opportunities that meet your and their marketing and sponsor- ship sales objectives. From a visual standpoint, sponsorship raises a critical question: How do we express logos and brand identity without diluting either? A sponsorship plan allows brands to coexist in the same environment and create the desired connections with the guests and fans. FocusEGD believes in bottom-line results and will work with you to uncover opportunities for you, your sponsors and your fans and translate them into space plans, tenant design standards and brand element packages that showcase how sponsorship can become part of the fan experience. Sponsorship planning is about securing your investment and enhancing your brand. sponsorship planning DodgerStadiumWhataburgerField
  12. 12. 14 Brand building is all about perception. It is about amplifying, enhancing, managing and building an authentic image. Branding is more than a logo or symbol, it consists of an entire visual language that expresses brand identity in unique and engaging ways. Establishing that emotional connection with fans and guests is part of maintaining and building the brand relationship. The built environment is a powerful vehicle to deliver brand messaging because of its permanence and tactile quality. Our goal is to capitalize on this unique opportunity and to achieve design that not only speaks to the intended audience but satisfies them emotionally. brand building interpretive experience concession brandfocus SaltRiverFieldsatTakingStick brand management for the built environment
  13. 13. Dallas Design District Whataburger Field T.C.U. Athletic Complex Garland I.S.D. Special Events Center Dodger Stadium Current Sports + Entertainment Projects Completed Sports + Entertainment Projects FocusEGDsportsbook As sports tourism and the number of facilities continues to grow, capturing the hearts and minds of the visitor on each and every visit is more critical than ever. Creating memorable and positive experiences is at the heart of FocusEGD’s design. FocusEGD’s experienced design team creates unique solutions that enhance the space, guide the visitor, and amplify the brand identity of the stadium. From assessment to implementation FocusEGD is a collaborative partner that acts with integrity to make your vision a reality.
  14. 14. 16 A Warm Welcome dallas design district Working with a team of landscape architects and city planners, FocusEGD developed an unforgettable new gateway into a part of the city that was previously indistinguishable from the rest. Wayfinding signage adds another pedestrian friendly component to the renovated streetscapes. Client: PegasusAblon, City of Dallas Location: Dallas, TX Landscape Architect: TBG Partners Architect: Good Fulton & Farrell Architects Sign Fabricator: Artografx
  15. 15. 17 Corpus Christi, Texas has seen the rise and fall of various industries in its warehouse district. But now, the district renovated as its sports center gives new vitality to this beautiful city. As the sponsor of the new stadium, the Whataburger sign anchors the sign system’s design vernacular appropriate to the district’s heyday era while welcoming fans, young and old, to the new sta- dium experience. The recaptured wood planks that are incorporated into the system acknowledge the beams of the great warehouses of yesteryear and the recognition of “green” design principles. This attention to detail allows the signage to look at home within the stadium while contributing to the overall fan experience. Client: Corpus Christi Hooks Location: Corpus Christi, TX Architect: HKS Inc. Sign Fabricators: Artografx, Chandler Signs whataburger field A Winning Experience 2009 STMA BASEBALL FIELD OF THE YEAR 2008 + 2009 MINOR LEAGUE NEWS TOP VENUE
  16. 16. 18 t.c.u. athletic complex Client: Texas Christian University Location: Fort Worth, TX Architect: HKS Inc. Sign Fabricators: Artografx Texas Christian University’s new Meyer- Martin Athletic Complex is a multipurpose venue including elements of hospitality such as box suites and a club level for pre- and post-game festivities as well as other celebrations. In addition to signage for the facility, FocusEGD was hired to concept and design the prominent graphic mural display within the club area. A Victory for History
  17. 17. 19 garland i.s.d. special events center Client: City of Garland Location: Garland, TX Architect: HKS Inc. Sign Fabricators: ASI Sign Systems, Inc. Deservedly, the City of Garland, TX now has a venue not only for sporting events but for musical and commence- ment exercises as well. The signature architectural fea- tures include a sweeping curved roof and angled walls, inspiring signage and wayfinding elements to follow suit. Budget driven solutions make use of unusual materials and details to accomplish a sculptural look. A Different Angle
  18. 18. 20 dodger stadium Dodger Stadium, built in the early 1960s, overlooks the sprawling city of Los Angeles. Working closely with the architects and taking wayfinding cues from the vintage colored seating, our designers created forms reminiscent of the art of the Mid-Century Modern painters and sculptures such as Ellsworth Kelly and Donald Judd. Techniques for exacting fabrication were employed to create sharp, crisp corners, which were essential to the look and feel of the signage. Renovations began on the field concourse and will continue on other levels as the Dodger organization proceed with their “Next 50” plan. Sign of Things to Come Client: Los Angeles Dodgers Location: Los Angeles, CA Architect: HKS Inc. Sign Fabricator: Tube Art Year Completed: 2008
  19. 19. 21 University of Texas Arlington Events Center Arlington, Texas Exterior and interior wayfinding and graphics design for a new 218,000 sf event center Texas Christian University Football Stadium Renovations Fort Worth, Texas Exterior and interior wayfinding and graphics design for major renovations to an existing 40,000-seat football stadium University of North Texas Football Stadium Denton, Texas Wayfinding master planning and exterior and interior sign system design for a new foot- ball stadium event center, athletic department and student-athlete facilities Camelback Ranch Phoenix, Arizona Wayfinding, branding, and sponsorship assessment and master planning for the Los Angeles Dodgers and Chicago White Sox spring training facility. Dallas Convention Center Dallas, Texas Wayfinding and signage assessment for the site, garage and over 1 million square feet of exhibit and support spaces. Design and implementation of wayfinding and signage on the new upper level D area meeting room addition. Current Sports + Entertainment Projects
  20. 20. 22 University of Texas Arlington Events Center Arlington, Texas Exterior and interior wayfinding and graphics design for a new 218,000 sf event center Texas Christian University Football Stadium Renova- tions Fort Worth, Texas Exterior and interior wayfinding and graphics design for major renovations to an existing 40,000-seat football stadium University of North Texas Football Stadium Denton, Texas Wayfinding master planning and exterior and interior sign sys- tem design for a new football stadium event center, athletic department and student-athlete facilities Camelback Ranch Phoenix, Arizona Wayfinding, branding, and sponsorship assessment and mas- ter planning for the Los Angeles Dodgers and Chicago White Sox spring training facility. Dallas Convention Center Dallas, Texas Wayfinding and signage assessment for the site, garage and over 1 million square feet of exhibit and support spaces. Design and implementation of wayfinding and signage on the new upper level D area meeting room addition. Texas Christian University Athletic Facility Fort Worth, Texas Planning and design of murals, historical displays and sign for this 3-level infill building Salt River Fields at Talking Stick Scottsdale, Arizona Exterior campus and interior stadium wayfinding and sign program for Arizona Diamondbacks and Colorado Rockies 140-acre training facility Brand Identity Planning and Development of experience areas and sponsorship integration development Team and Native American Community interpretive planning, design, and development Dodger Stadium Los Angeles, California Wayfinding planning and sign design for the loge level reno- vation project Completed Sports + Entertainment Projects Dodger Stadium Los Angeles, California Wayfinding assessment and master planning, sign and graphic systems design and implementation on the Terrace café and field level concourse Stockton Ports Ballpark Stockton, California Sign program for a 150,000 sf baseball stadium facility Garland Independent School District Events Center Garland, Texas Sign program for a 190,000 sf stadium and conference center interior and site Corinthians Soccer Stadium São Paulo, Brazil Programming, schematic design and design development of the 502,000 sf stadium interior, exterior and roadway signs US Cellular Field Chicago, Illinois Main concourse signs, 3rd floor suite level signs, upper con- course signs, exterior signs and 15 historical supergraphic wall murals, as well as office building signs and office sign program to the historic 150,000 sf ballpark Joker Marchant/Detroit Tigers Spring Training Facilities Lakeland, Florida Exterior and interior signs for the 540,000 sf stadium and out- buildings Texas A&M Events Center Canyon, Texas Exterior and interior signs for the 76,000 sf events center Dallas Independent School District Jesse Owens Memo- rial Complex Dallas, Texas Comprehensive 85-acre site and interior graphics and signs for two stadiums Frisco Soccer and Entertainment Complex Frisco, Texas 107-acre comprehensive wayfinding and sign program for the Dallas MLS team and 19 public soccer fields Whataburger Field Corpus Christi Texas Comprehensive site and 350,000 sf ballpark interiors interior wayfinding and sign program
  21. 21. Salt River Fields at Talking Stick Branding, Wayfinding + Sponsorship Camelback Ranch Branding, Sponsorship + Wayfinding Assessment + Masterplan FocusEGDsportsbook Create experiences that express team culture and reinforce the team brand.
  22. 22. Salt River Fields at Talking Stick Branding, Sponsorship + Wayfinding LEED Gold Certified 2011
  23. 23. 25SALT RIVER FIELDS | Introduction THE RUNDOWN Situated in the scenic landscape near Phoenix, Arizona, Salt River Fields at Talking Stick is the first Major League Baseball Spring Training Facility built on tribal land in the United States. The 11,000 seat facility, debuted in March of 2011 for the Major League Baseball Spring Training Season, with one of the most immersive and innovative baseball fan experiences. Not only is it the home of the Arizona Diamondbacks and Colorado Rockies, but it is also a platform for the Salt River Pima–Maricopa Indian Community (SRP-MIC) and its culture.
  24. 24. 26SALT RIVER FIELDS | Scope + Wayfinding PLAY BY PLAY Salt River Fields at Talking Stick (SRFTS) is a delicate balancing act of culturally diverse interests that stretches the boundaries of storytelling for the teams, the Salt River Pima-Maricopa Indian Community and the game of baseball. Salt River Fields showcases the culturally rich heritage of the Indian tribes while balancing the sports heritage and brand identities of the teams. The sports complex posed unique design and identity challenges that resulted in the design of a new logo and brand identity. For FocusEGD fan experience was the key driving force that championed all design decisions without compromising architectural and operational requisites. The SRP-MIC culture is addressed in a tasteful and visually impactful way as visitors move throughout the facility. Murals and large scale graphics exhibit images of the Ball Courts (a Mesoamerican ballgame) and members of an Indian baseball team.
  25. 25. 27SALT RIVER FIELDS | Brand Identity A sophisticated and forward-looking design that capitalized on the facilities’ architec- tural elements while balancing out the teams and Indian tribes’ original concept. The use of a more horizontal version of the logo is used sparingly and only on certain elements. The primary logo for Salt River Fields at Talking Stick expresses the teams, the community, and the region. The snake-like symbol creates negative space that de- fines the edge of the mountains. Tying the strong graphic to the teams is the red and purple from the teams brand and the green that describes the fields at the facility. SALT RIVER FIELDS AT TALKING STICK LOGO TEAM + COMMUNITY LOGO STUDY BUILDING BRAND CULTURE The partnership for the Salt River Fields at Talking Stick train- ing facility was rather unique, involving not just two compet- ing baseball teams, but also an entire Indian community and culture. The Arizona Diamondbacks, Colorado Rockies and the Salt River Pima-Maricopa Indian Community, with diversely different brand identities demonstrated a unity that still called for individuality. Prior to FocusEGD’s involvement the community created an aspiration line for the facility – “Two Tribes, Two Teams, One Home.” FocusEGD allowed the motto to become the brand essence for SRFTS, and through thoughtful exploration developed a simple and elegant solution that set the tone for the rest of the project. Colorado Rockies logo, unchanged since becoming part of the league in 1993. The Arizona Diamondbacks re-branded logo, 2007. The third icon was developed by a local Pima artist and calendar stick carver, Royce Manuel, and speaks about the mountains and the rattlesnake in SRP- MIC history. The symbol implies Salt River Fields in the community’s historic timeline.
  26. 26. 28SALT RIVER FIELDS | Brand Identity brand identity implementation HOLISTIC BRANDING The new brand identity was a beacon for the design team as the experiential wayfinding graphic system was developed. 3-D application of identity elements reinforced the aesthetic and pushed the boundaries of the brand guidelines, interact- ing seamlessly with the architecture. Salt River Pima-Maricopa Community derived much of its brand identity from its heritage and location. The design team relied on naturalistic color schemes and interpretive graphics to incorporate the SRP-MIC story into the space in a sophisti- cated and culturally sensitive way. FocusEGD aims to create holistic design solutions that enhance the quality of the fan experience while integrating with the architecture. A collaborative effort with the stadium architects, HKS, Inc. of Dallas, TX enhanced understanding of the architectural space. Achieving the vision for SRFTS as a destination stadium meant implementing a differentiated yet integrated identity system that leveraged its brand equity and that of the teams. A strong identity means more than just an attractive logo, it is how and where it is used. In a highly competitive sports facility market understanding how to create a high sensory experience is crucial to getting a return on investment and building brand equity. Logo guidelines allow consistency of use and protect the brandmark from improper use.
  27. 27. 29SALT RIVER FIELDS | Wayfinding PLAN FOR ACTION At Salt River Fields wayfinding planning provided highly experiential directional signage, it allowed visitors, employees, and teams to take full advantage of the destinations available to them in exciting and engaging ways. Zoning, decision points, and pathway lengths helped organize information, and the addition of nomenclature created another level of identification. Directional map artwork reflects the brand identity with color, type and icon selection.
  28. 28. 30SALT RIVER FIELDS | Wayfinding + Signage Design THE RIGHT DIRECTION A solid wayfinding system that worked with the architecture and space acted as a platform for design, while brand identity elements unified and enhanced the space. The directionals are highly visible and legible, they reinforce the brand identity and transform a way- finding experience into a valuable touchpoint. wayfinding + signage design Directional signage utilizes a highly legible and mascu- line typeface on charcoal grey background for high-contrast. Different weights of the typeface create variety and visual interest without deviat- ing from the brand standards. Section identification design reflects the overhead signage directionals allowing a crisp, clean, and visually integrated system. Visual continuity allows the fans to wander without worrying about retracing their steps.
  29. 29. 31SALT RIVER FIELDS | Wayfinding + Signage Design HIGH-FIDELITY EXPERIENCE Although, the entire complex was a canvas for graphical elements, decisions had to be made to maximize impact and balance all the identity elements. Selective application of the logo prevents visual overload and allows the logo to really stand out when it is used. The key decision points and wayfinding guidelines delineated in the assessment provided the design team a framework from which to work in. Understanding of the space, the brand, and the user elevated the design from utilitarian to immersive. Each of the 12 fields have 2 levels of identification – a name inspired by the Salt River Pima-Maricopa Indian community’s culture as well as a number Branded plaques for seat number identification.
  30. 30. 32SALT RIVER FIELDS| Wayfinding + Signage Design CREATING SENSE OF ARRIVAL Entering and leaving a sports facility should be a highly memorable experience. Distinguishable entrances that orient and create a sense of arrival hooks in the visitor. Branded graphical elements that inspire team spirit and build excitement as the visitor approaches the concourse and main field are integral to the total sensory experience. Custom branded carts with architecturally inspired rooftops FocusEGD’s knowledge of brand identity and management as it applies to the sports and entertainment industry is evidenced in the final solution. Large-scale graphics applied to the architec- ture and walkways encompass the fan in a nearly 360º branded experience that celebrates the teams, the facility and especially the fans. Giving the fans the ultimate reception is an investment in brand building that can translate into profitable results.
  31. 31. 33SALT RIVER FIELDS | Interpretive Signage CREATING LEGENDS Storytelling is at the heart of the Spring Training Facility interpretive graphics. From the gateway entrances to the main field, visual elements guide and engage the user while immers- ing the visitor in team history and baseball culture. A thorough brand identity assessment revealed team mythology and culture that the designers applied and incorporated into the environment.
  32. 32. 34SALT RIVER FIELDS | Concourse + Concession UP TO STANDARDS Upon entering the concourse the graphical elements engage and direct in fun and playful ways. The concessions’ signage harmonizes with the space, while representing wholly different vendors and sponsors. Large-scale and elegant die-cut letterforms, a mix of rugged and sleek materials and coordi- nated colors carry the brand identity through and add stability to high- traffic areas. Each concession stand was designed to be inviting, enable decision making and help the vendors sell their concept of nutritious and healthy options. Concession signage also incorporates the cuisine’s historical and cultural background with color, typefaces and graphic elements.
  33. 33. 35SALT RIVER FIELDS | Interior Signage INSIDE THE BRAND Within and throughout the entire complex, branded touchpoints transform the architectural space from a built environment with clean simple lines to a living breathing branded entity. Team spaces including offices, lockers and a clubhouse reflect the teams’ brand identities and meet brand standards. The Diamondbacks straightforward graphic elements throughout their space contrasts with the Rockies’ liberal approach to branding. The interiors are aspirational, fluid and showcase baseball and team culture in an exciting and sophisticated way. The space must express a level of quality that attracts high-performing play- ers, expresses team pride and heritage, and excites and draws in the fans. Achieving a visual standard that satisfies multiple stakeholders is part of the FocusEGD process, which begins with understanding the core brand values and the vision of the owners and users alike.
  34. 34. 36SALT RIVER FIELDS | Sponsorship WE’VE GOT YOUR BACK With any sport and entertainment entity sponsorship planning is an inherent part of the revenue model. While sponsors’ strong brands are part of the benefit, balancing out their identity within a space is always challenging. Salt River Fields designers exercised control in implementing the sponsor- ship portion of the graphics system to allow the SRFTS brand to really shine. FocusEGD designers developed guidelines to help SRFTS sell space and for sponsors to get high visibility in an aesthetically pleasing and mutually beneficial way.
  35. 35. 37SALT RIVER FIELDS | Operational Signage GOT YOUR BASES COVERED Eye catching graphics that serve the fans on a functional level have a positive impact on the entire facility. Wayfinding systems take advantage of the natural orientation created by the main field. Directionals allow staff to move quickly and efficiently throughout the field any time, but it is most critical on event days. FocusEGD’s collaborative efforts with the operational team, facilities management and staff made it possible to fulfill the regulatory and compliance requirements easily. SRFTS’ legally required signage reflects the brand identity and truly helps the fans explore and enjoy their visit, while staying safe and protecting the stadium’s investment.
  36. 36. 38SALT RIVER FIELDS | FocusEGD Results “We were a bit shocked, but thrilled when Arizona Diamondbacks vice president of communications, Shaun Rachau, reached out to us last week to inform us about that commemorative ball. Personally, I was pumped when I saw the attachment in an email – a baseball featuring one of the more unique logos I’d ever seen stamped on an Official MLB Game ball. There was no prior mention of this ball joining the special event game ball lineup for the 2011 season, so we’re also happy to see 2011 rounding into a solid year of baseball collectors.” • “Part 1 of 2: Exclusive Interview with Arizona Diamondbacks, Unveiling Salt River Fields at Talking Stick Official Rawlings Baseballs,” www.bigleaguebaseballs.com/main/salt-river-fields/ | February 25, 2011 “Turns out the Arizona Diamondbacks and the Colorado Rockies blew it out of the park! Salt River Fields at Talking Stick set the all-time Major League Baseball Spring Training attendance record by drawing 359,308 fans this spring, according to the teams. They aren’t just winners among the Cactus League – that’s among every MLB team. The Diamondbacks even beat out the New York Yankees – averaging 11,161 fans in 17 games at Salt River Fields, ahead of the Yankees with 10,854 fans on average.” • “Spring Training Attendance Record Shattered at Salt River Fields” http://www.myfoxphoenix.com/dpp/sports/mlb/spring-training- attendance-record-3-29-2011 | March 29, 2011 “Derrick Hall, President and CEO of the Arizona Diamondbacks, agrees. ‘FocusEGD’s designs really support the most interactive and fan-friendly environment in all of Major League Spring Training facilities. The Indian com- munity and the teams are represented in a way that can only be Salt River Fields at Talking Stick.’” • “Dallas Designers Unite Native American and Major League Baseball Culture at New Spring Training Facility” | April 14, 2011 “For one thing, their new spring-training facility. Salt River Fields at Talking Stick isn’t just a pretty face with a preposition. And it isn’t just a state-of-the- art baseball facility, either. If you listen closely, you can hear the walls talking to the players. ‘It gets the nerves going, gets you ready,’ Dexter Fowler said. ‘You walk in here, and it makes you work a lot harder,’ Carlos Gonzalez said.” • “New Rockies Spring Training facility — a closer look at Salt River Fields” http://photos.denverpost.com/mediacenter/2011/02/ new-rockies-spring-training-facility-an-closer-look/| February 26, 2011 truly branded experience player pride fanfare client satisfaction
  37. 37. Think of your identity elements as a tool to create your culture by associating positive experiences with the facility or the team. Camelback Ranch Branding, Sponsorship + Wayfinding Assessment + Masterplan
  38. 38. 40CAMELBACK RANCH | Introduction IT’S MAJOR Camelback Ranch is the spring training home to two of the most well-known Major League Baseball teams, the Los Angeles Dodgers and Chicago White Sox. Located about nine miles northwest of Downtown Phoenix in Glendale, Arizona, the sprawling campus is one of the largest in the Cactus League, seating 13,000 fans. Strategically situated near Phoenix, the facility benefits from spring training tourism. Phoenix is a destination unto itself, with thousands descending to the region to commence the anticipated Major League Baseball season. The spring training environment in Phoenix is the greatest opportunity for a team to capture the hearts and minds of new fans. STADIUM Home Plate Gate 3rd Base Gate Centerfield Gate Dodgers Entrance White Sox Entrance Lake Entrance (Legends Entrance) LEGENDS WALK Stadium Brandfocus OVERALL MAP Branding Opportunities White Sox Dodgers Camelback
  39. 39. 41CAMELBACK RANCH | Scope THE STATS In sporting facilities graphic elements identify, direct and build brand identity to create positive experi- ences that fans will remember and connect to the team. Each graphic element be it a sign, logo, typeface or color, communicates directly and indirectly about the park, its teams and the devoted fans that visit game after game, year after year. With the addition of new spring training facilities in the Phoenix region, the fan experience created at each destination will become the brand differentiator. It is increasingly important to develop a site that improves fan engagement and promotes circulation to all of Camelback Ranch’s amenities so that the immersive quality becomes apparent to those who visit the campus. This abridged wayfinding, branding, sponsorship assessment/masterplan demonstrates how a great sports complex can become superior and differentiated. It is a roadmap to increase usability, enrich the fan experience and provide branding guidelines that can be implemented now and in the future. scope One of hundreds of shots documenting the existing branding + wayfinding experi- ence at the stadium.
  40. 40. 42CAMELBACK RANCH | Assessment assessment WAYFINDING While people like to explore, they hate to be lost. Proper wayfinding that is user-centered can empower fans to utilize the amenities at the park at their leisure. Goal: Develop a site to seat wayfinding plan that reduces con- fusion and enhances the ability for the fans to choose their own paths, promoting personal discovery. PROGRAM FOR SUCCESS User-experience is at the core of the masterplan, from arrival to the destination to navigation of the complex. Wayfinding, branding, and sponsorship planning are integrated for maximum impact, to enhance the existing architecture and built environment. maximize opportunity BRANDING The Chicago White Sox and the Los Angeles Dodgers are two of the most storied clubs in Major League Baseball. Camelback Ranch co-branded graphics within the campus and stadium are not present. Goal: Develop a plan that balances the identities of both teams with that of Camelback Ranch, thereby using existing brand value to build the identity of the facility. SPONSORSHIP Sponsorship is becoming an emerging and viable revenue stream within spring training complexes. Additionally, sponsor- ship can help activate spaces that would otherwise go unused. Currently Camelback Ranch does not have a fully integrated sponsorship plan. Goal: Develop a sponsorship plan that is dynamic, flexible and appropriate to the facility.
  41. 41. 43CAMELBACK RANCH | Assessment EXTERIOR WAYFINDING Creating a sense of arrival begins even before visitors have exited their vehicles. As visitors travel towards the complex a sense of anticipation and enthusiasm should be the overriding feelings that fans experience, not a sense of uncertainty or confusion. Inopportunely, at Camelback Ranch, also known as Glendale Baseball Complex, signage utilizes both names to identify the destination; this lack of cohesive brand identity creates confusion and fails to create positive brand experiences for the fan. Another challenge that visitors encounter is the lack of graphic elements to cue them in the right direction, either due to confusing signage or no signage at all. Absent of identity and key signage, Camelback Ranch begins to lose its fans before they even see a game. From a distance Camelback Ranch should embrace its fans with exciting visuals that give them a sense of place, a sense of belonging. Intimate knowledge of vehicular and pedestrian experiences at sports and entertainment venues allowed FocusEGD to identify opportunities for corrective signage, new signage opportunities, fan access points and sculptural elements for maximum impact. The recommended Nomenclature | Identity system creates point of recall and adds important branded elements to build excitement.
  42. 42. 44CAMELBACK RANCH | Assessment INTERIOR WAYFINDING Once inside the complex, fans are able to explore the facility, but with some of the same directional challenges encountered with the exterior wayfinding user experience. A close examination of nomenclature and location of signage does not always give clues to location and function of the destination. Allowing visitors to circulate the complex without difficulty is an important part of creating the interactive and positive fan experience. FocusEGD’s solutions for improving information delivery to the user requires un- derstanding key decision points, typefaces, color and ADA Guidelines to improve visibility, legibility and usability of the signage system. Material selection and understanding the regional climate also factors into FocusEGD’s comprehensive solution that is effective, long-lasting, yet changeable. INTERIOR SITE Programming + Design Assessment of key criteria helped develop this map that identifies different sign types and allows an overview the project approach.
  43. 43. 45CAMELBACK RANCH | Assessment BRANDING Branding is more than just logos its an opportunity to connect with the fans in a positive and authentic way. Building the brand image of the facility begins with the fans and the team culture they support and create. Visuals that engage, create impact and tell a story support the overall objectives for the facility. Overwhelming graphics can be disorienting, while minimal application of brand identity elements result in a boring and forgettable experience. Camelback Ranch has few applications of identity marks and brand expres- sions, which FocusEGD believes is a missed opportunity to connect with fans and build brand identity. One of the most powerful changes that FocusEGD recommended is the integration of the team lettermarks into the training facility’s logo. The brand association with the White Sox and Dodgers, not only strengthens the Camelback Ranch brand but also im- proves the teams’ visibility. Camelback quickly picked up the solution and implemented it prior to the completion of the assessment. Application of brand identity elements to interior and exterior signage, key user-experi- ences areas, and pathways is part of the FocusEGD plan for integrated, interactive, and immersive spaces. assessment WORKING TOGETHER Identity Solutions FocusEGD created an explorative study of brand identity solutions to integrate and strengthen the brand identity at Camelback Ranch. Integrated brand identity, use of the logo online reinforces the facility’s new identity, ensuring a cohesive image .
  44. 44. 46CAMELBACK RANCH | Sponsorship sponsorship ATHLETIC SUPPORT As more sponsors take advantage of investing ad revenue in training facilities, a planned and architecturally integrated approach should be given to how a facility sells space. Sponsorship affords facility owners the perfect opportunity to dress up and activate unde- rused spaces. FocusEGD’s sponsorship plan identifies two major zones, ‘Hot Spots’, or major destinations and ‘Cool Spots’, where multiple competing sponsors may operate. Deep understanding of materials, branding guidelines and architecture made it possible to take full advantage of the space in the final plan. Multi-criteria site plan, simplifies decision-making.
  45. 45. 1909 Woodall Rodgers Freeway Suite 415 Dallas, Texas 75201 t: 214 661 6976 Chris Bauer cbauer@FocusEGD.com Oliran Johnson ojohnson@FocusEGD.com www.FocusEGD.com Thank you for this opportunity to share our portfolio and expertise with you. Our passion for creating engaging, empowering, and enriching environments is endless and universal, whether it is a sports/entertainment complex, or any built environment – we embrace each project with open minds and a drive to achieve a comprehen- sive and truly unique solution. Contact us to find out how our studio of passionate, talented and experienced consultants can help you achieve the best experience for your audience.
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