Wayfinding

Progressive Field, Cleveland

For over two decades, Progressive Field in downtown Cleveland has been a cherished home for loyal baseball fans. Recognizing the need to attract a new generation of fans, the ballpark sought to reimagine the fan experience with a focus on signage and wayfinding.

We understood that navigating the circular concourses could be disorienting and frustrating. Prioritizing fan comfort and engagement, our wayfinding strategy aimed to guide fans effortlessly to their seats and entice them to explore new amenities like shops, restaurants, and gathering spaces.

Our Wayfinding Analysis revealed several challenges, including information overload on existing signs and an ineffective orientation system based on Cleveland street names. To enhance clarity, we shifted the orientation strategy to focus on gates related to the ballfield layout (Infield, Left Field, etc.), and updated the ticketing nomenclature accordingly. This ensured fans were directed to the gates closest to their seats, making navigation simpler and more intuitive.

By introducing “districting” sections and designing signage that blends Cleveland’s industrial heritage with the team’s color palette, we created a welcoming and intuitive atmosphere. With phased implementation, our comprehensive Wayfinding and Sign Plan ensured game-day navigation remained intact.

This transformation has enriched fan experiences, bolstered attendance, and strengthened the communal spirit, making Progressive Field a more navigable and inviting place for all. Our passion lies in making each person feel welcomed, comfortable, and part of something bigger, fostering thriving communities one ballpark at a time.