Client, Year

Boston Red Sox, 2012

Services

Wayfinding
Placemaking
Architectural Signage
Illustration

Photography

jetBlue Park

Shaping the Fenway South experience

Florida meets Fenway at jetBlue Park, the spring training home for the Boston Red Sox. Here, the challenge was to design a space that felt like its iconic counterpart while making the most of its modern amenities and southern location. Ashton created wayfinding, concessions, and monumental signage that helped the team embrace its home-field advantage and helped fans enjoy their brand-new stadium.

While Fenway is famously green, we favored using Red Sox logo’s white and red to reflect the stadium’s bright Florida spirit better. Combined with jetBlue’s signature shade, the resulting red, white, and blue palette is a nice nod to America's favorite pastime.

Entering the stadium feels reminiscent of Fenway, thanks to signage designed to recall its northern counterpart. Subtle, site-specific updates to the typography and materials used help bridge the gap between the historic club and the modern campus.

Even Boston locals would be impressed with the new ballpark’s riffs on Fenway’s favorite features, including the manual scoreboard and Yawkey Way. Best yet, fans can watch the team in action from the 250 seats added to this Green Monster.

Outside the stadium, five-and-a-half-foot Hall of Fame numbers greet fans as they enter and exit. They are the final touch to a place meant to feel larger than life, just like its legendary partner park.

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PO Box 50337, Balt., MD 21211

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