innovative field clubhouse branding
rochester, new york
Minor-League Ballpark
The ongoing branding and wayfinding enhancements at Innovative Field represent a dynamic collaboration between Larimer Design, Monroe County, and the Rochester Red Wings, with support from SWBR and Vargas Associates. This multi-faceted project is designed to enrich the fan experience and celebrate the team’s nearly 150-year history through thoughtful visual storytelling and improved navigation. Key upgrades include a newly redesigned Home Clubhouse and adjacent service tunnel, completed in 2024, which incorporate bold team branding, immersive graphics, and historically significant design elements that honor the Red Wings' legacy.
Inside the clubhouse, players and staff are welcomed by an illuminated overhead logo, a striking formal entrance with dimensional team logos, and oversized replica player cards showcasing Red Wings greats. Expansive murals further enhance the space, highlighting memorable moments from the franchise’s storied past. These improvements are part of a broader, multi-year, $26 million investment to modernize Innovative Field, ensuring compliance with Major League Baseball’s latest facility standards while also enhancing the overall ballpark experience for players, staff, and fans alike.
