RICHMOND, VA
Cooper Carry partnered with LaBella Architects to shape the visual experience at CarMax Park, Richmond’s new nearly 10,000-seat ballpark. From intuitive wayfinding to large-scale murals and integrated sponsor features, the design connects fans to the team, the architecture, and the city.
project scope
405,000 SF (Total Site)
Studios
CLient
Navigators Baseball Stadium Developers, LLC (Richmond Flying Squirrels) Labella Associates
Home to the Richmond Flying Squirrels, CarMax Park brings a new era of baseball and entertainment to Virginia’s capital. Opened in Spring 2026, the nearly 10,000-seat ballpark replaces The Diamond and anchors the transformative 67-acre Diamond District redevelopment. Positioned at the district’s southern gateway, the stadium creates a new gathering place that celebrates Richmond’s identity.
Cooper Carry’s Experiential Graphic Design Studio collaborated with LaBella Architects to develop signage, wayfinding, environmental graphics, and placemaking elements that complement the ballpark’s architecture and strengthen its connection to the surrounding community. The design draws inspiration from Richmond’s industrial heritage and the Flying Squirrels’ identity, creating a cohesive visual experience throughout the venue.
CarMax Park’s open, 360-degree concourse encourages exploration, offering fans multiple vantage points and access to gathering spaces, concessions, and amenities. Cooper Carry developed an intuitive wayfinding system that supports this continuous circulation, using clear visual hierarchies and prominent signage to help visitors navigate the ballpark with ease.
The graphic language draws on Richmond’s industrial past, incorporating visual references to structural flanges, I-beams, and oversized bolts. Paired with the Flying Squirrels’ team colors, these elements establish a distinctive identity that feels connected to both the architecture and the city. Large-scale photo murals and environmental graphics carry this character into club-level spaces, locker rooms, and back-of-house areas, extending the team experience beyond the seating bowl.
Throughout CarMax Park, sponsor identities are thoughtfully integrated into the built environment, creating opportunities for brand visibility without compromising the overall design.
One example is the CareScout-sponsored Power Tower, a multifunctional architectural feature that combines a vertical LED display with an accessibility elevator. Cooper Carry developed a custom graphic pattern incorporating CareScout’s logo and brand colors, turning the structure into a recognizable feature that strengthens the ballpark’s visual identity.
Together, the signage, graphics, and branded elements establish a unified experience that celebrates the Richmond Flying Squirrels while reinforcing CarMax Park’s role as a destination for baseball, entertainment, and community connection within the evolving Diamond District.
