Elevating the Fan Journey with Experiential Graphics
A great stadium experience begins long before the first pitch or kickoff. From the moment fans arrive, every element, from finding a parking space to locating their seats, concessions or amenities, shapes their gameday experience. Experiential graphic design (EGD) plays an important role in making that journey intuitive and memorable.
At Cooper Carry, EGD connects people to place, reinforcing team identity and bringing the energy of the game into the built environment. Three recent Cooper Carry projects demonstrate how: CarMax Park in Richmond, Virginia, Centreville Bank Stadium in Pawtucket, Rhode Island and Greater Nevada Field in Reno.
For a first-time visitor, navigating a new venue can sometimes be overwhelming. Wayfinding plays a crucial role in the feasibility of a fan’s journey through large crowds, multiple concourses and unfamiliar seating sections. Clear, intentional signage creates a seamless experience.
Intuitive Wayfinding
At CarMax Park and Centreville Bank Stadium, our EGD studio developed comprehensive wayfinding systems that guide fans from exterior arrival points through the concourses and into the seating bowl. Sections, concessions and other amenities are clearly identified using a hierarchy of information that allows fans to quickly understand where they are and where they need to go.
Stadiums also require a unique approach to scale, and graphics must remain highly visible above crowds and maintain the energy of a game-day environment. Durable attachment details and materials account for heavy foot traffic and durability in a variety of weather conditions. These considerations ensure that wayfinding remains effective throughout the fan journey.
"Fans flock to stadiums and arenas for an experience. The role of graphics is to reinforce that energy cohesively throughout the venue. With EGD, we have a unique opportunity to translate a feeling visually, which can really add to the atmosphere of a place that breeds camaraderie through sportsmanship. "
Energizing the Fan Experience
At CarMax Park, the EGD program responds to both the architecture of the ballpark and Richmond’s industrial character. Flanges, I-beams and oversized bolts became visual cues throughout the design, while team colors reinforce the identity of the Flying Squirrels. Photo murals and graphics extend that energy into club-level, back-of-house and locker room spaces, creating opportunities to celebrate the team throughout the venue.
The Reno Aces stadium takes the experiential approach through large-scale graphics that enhance the team brand and sense of place. These elements transform circulation spaces into memorable moments that build excitement and create opportunities for fan engagement.
Integrated Sponsorship Design
Sponsorship is an important component of the stadium environment, and thoughtful design can integrate these partnerships into the broader visual identity of the venue.
At CarMax Park, a CareScout-sponsored “Power Tower” demonstrates this approach. Rather than simply displaying a sponsor’s name, Cooper Carry incorporated the brand’s logo and colors into a custom pattern, creating a cohesive visual element that responds to the surrounding architecture. The result is a highly distinctive feature of the venue that is also fully functional, operating as both a vertical LED display on one side and an accessibility elevator on the other.
This approach provides sponsors with strong visibility while contributing to the overall character of the ballpark. Lighting, materials, color and graphic treatments can work together to create sponsorship moments that feel intentional and connected to the larger design.
Connection Through Place
When implemented strategically, successful graphics feel like part of the built environment, guiding fans, building excitement and strengthening connections to the stadium, team and community.
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