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.

13_ashton_jetblue
12_ashton_jetblue
11_ashton_jetblue
10_ashton_jetblue

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.

08_ashton_jetblue
09_ashton_jetblue
07_ashton_jetblue

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.

06_ashton_jetblue-1
05_ashton_jetblue
04_ashton_jetblue

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.

03_ashton_jetblue
02_ashton_jetblue

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.

01_ashton_jetblue_2

Stay in Touch

ashton_logo-white

844 Park Ave., Balt., MD 21201

©2023 Ashton Design

844 Park Ave., Balt., MD 21201

Stay in Touch