Hub City Spartanburgers at Fifth Third Park
Working collaboratively with the design team at YDI, I led the development of the environmental branding system for the Hub City Spartanburgers at Fifth Third Park. I was responsible for building the visual narrative across the site, including a custom baseball script and murals inspired by heritage railway typography.
My role included developing the stadium-wide wayfinding and ADA signage. Working in collaboration with the senior designer, I conducted the initial typographic studies to establish a classic industrial feel, selecting the facility-wide fonts for the directional systems on the Event level, the concourse, and the VIP level. I also designed the environmental branding for the Team Store, adapting the existing Spartanburger brand to integrate seamlessly with the primary stadium identity. By establishing these standards and coordinating closely with the design team, I maintained a consistent experience that connects the historical character of the site to the modern fan environment.
3D Typographic Modeling
Early in the design phase, I utilized SketchUp to model these dimensional letterforms, allowing me to test their scale and visual impact before moving into production. This stage is critical for evaluating how custom curves and typographic details translate into a 3D environment.
While the senior designer developed the structural framing, I focused on the form and placement of the letters to ensure they felt balanced and integrated within the site.
(Note: The structure shown here was a conceptual study used during the design development phase.)
Environmental Graphics & Wayfinding
The overall design for this stadium was inspired by a vintage railway aesthetic, blending historical industrial elements with modern sports entertainment.
The finished mural at the entrance of the building does more than just decorate the space. I incorporated a wayfinding directional into the design, using the locomotive's movement to guide people toward the center of the park. This turns the artwork into a functional part of the building’s signage system while keeping the historical character of the site.
Conceptual Sketching and Integrated Wayfinding
I often start with a pencil to wrap my mind around the specific needs of a project. This study for a vintage steam engine shows the early exploration phase where I worked through the composition and perspective. It allowed me to map out the environment before moving into the final digital production.
Stadium Wayfinding & Signage Systems
While the murals provide the narrative heart of the concourse, the stadium’s functional wayfinding translates that vintage railway aesthetic into a clear, legible user experience. These elements guide fans through the space intuitively while reinforcing the project's industrial-inspired brand.
Stadium Entry & Sponsor Identity
Designed the primary entry signage and integrated sponsor branding for the Right Field, Left Field, and Home Plate Gates, balancing stadium identity with corporate partnership across all major access points.
Team Store Environmental Branding
I directed the exterior environmental application of the team brand for the Fifth Third Park retail space. This involved adapting the primary Spartanburgers identity into a cohesive signage system that defines the shop's outward-facing presence.
One key element I developed independently was the red canopy for the storefront. Rather than using a standard raceway for the sign, I designed a custom canopy structure that served as a bold architectural feature. I also led the design for the storefront lettering and integrated directional elements, such as the arrow-themed "Official Merchandise" banners, to make the shop feel like a natural extension of the stadium's visual narrative. By connecting the established team logo with the physical architecture of the building, I created a consistent experience for fans approaching the space.
Project completed at Younts Design Inc.
