Hit like a girl.
PROJECT DETAILS
Devon Park is the nation’s premier softball complex, the home of the National Softball Hall of Fame and the official headquarters of USA Softball. A sponsorship from Devon was the start of a new era for softball, female athletes, and every little girl with a dream. In collaboration with Devon Energy, we built a vision and introduced Devon Park: a new standard for showing softball (and its players) some long overdue respect.
What’s in a name?
The team at Devon wanted the stadium’s name to honor the athletes who play there and be a good steward to the long history of softball, while clearly showing how they support rising leaders in meaningful ways.
The name needed a brand-aligned system that could speak to the premier events and partnerships the facility has earned, like the Big 12 Championship and Women’s College World Series. We used the “home of” language to introduce this system and nod to the previous name.
Sliding into home base with a whole new look.
For max impact, it was essential for Devon Park’s branding to be thematic and unique while still feeling like Devon. We tied the park to its new sponsor and gave the branding a classic all-American look with Devon’s strata and a palette taken from Devon’s blues. The secondary logos pulled nostalgic shapes and elements from traditional ballgame designs.
The logotype had to feel like softball to really represent the sport and honor the athletes. Industry Bold — with its simultaneously athletic and timeless look — nods to fonts used in early ballgame-centric designs.
Sign us up.
Getting lost on the way to your seat is part of the experience, right? Not this time. This project required a heavy dose of signage; not just to easily guide people through the complex and stadium.
Results
We helped Devon lead the USA Softball Hall of Fame Complex into the latest chapter of its long history of empowering female athletes by rebranding the stadium for the new partnership.
We created a versatile naming system, developed an iconic full set of branding and wayfinding signage for the facility, and launched the partnership off with an amped-up hype video. We like to think we hit it out of the park.
