The Provo Pioneers is a conceptual Major League Baseball branding project centered on identity creation and large-scale wayfinding design. Developed in response to a prompt to place a professional sports team in an underserved market, I chose Utah—a region with demonstrated interest in expanding into professional baseball. The project aimed to build not only a compelling team identity, but also a fully immersive stadium experience rooted in place, history, and fan engagement.
Grounded in research around regional culture and audience demand, the brand draws inspiration from the pioneering history of Provo and the surrounding Wasatch Mountains. This influence shaped both the narrative and visual direction, emphasizing resilience, exploration, and community pride. The color palette reflects the deep blues and violets of the mountain landscape, while typography and iconography evoke a nostalgic, Americana-inspired baseball aesthetic—balancing heritage with a modern, marketable identity.
Team Collateral Booklet
Stadium Signage Blueprints and Planning
Way Finding Gallery
A primary focus of the project was wayfinding and environmental design within Wasatch Stadium. Using a combination of Adobe Creative Suite and AutoCAD, I developed detailed blueprints for signage systems, murals, and navigational graphics that guide fans seamlessly through the space. These designs considered readability, accessibility, and spatial hierarchy, ensuring that visitors—from first-time attendees to longtime fans—could intuitively navigate the stadium while remaining immersed in the brand experience.
The project extends beyond signage into a full branding suite, including logo systems, mascot development, and applications across uniforms, merchandise, and promotional materials. Together, these elements create a cohesive and scalable identity that transforms Wasatch Stadium into more than a venue—it becomes a visual celebration of the team and its community. This work highlights my ability to integrate branding with functional design, using wayfinding as both a practical tool and a storytelling medium.
Logo Concepts and Final Design
Team Collateral
