work
Rebranding the stewards of Fenway Park.
The challenge
Fenway Park has been home to much more than baseball dating all the way back to its opening in 1912. Since that first football game, America’s Most Beloved Ballpark has hosted an eclectic mix of guests and events ranging from Hozier to Harvard, hockey to Hilary Duff. The team behind those fetes came to Robin looking to build a brand and brand marketing program for the business — one that would give it the potential to grow beyond the confines of the ballpark.
The solution
With Fenway being the heart of the business, we felt it essential to anchor all naming, messaging, and design to the building. Evergreen references both the enduring presence of the ballpark and the distinctive green color that defines the venue. This dual meaning created rich territory for brand storytelling while establishing an aspirational quality for the experiences created. For the visual identity, we looked to the historic facade, and the eclectic type treatments amassed over more than a century of signage within the concourses. The resulting system flexes with incredible versatility, with the ability to shift from youthful maximalist approaches to sleek and modern refinement.
Results
The brand launched in 2025 to much acclaim, and we continue to work with Evergreen today on brand marketing and design initiatives.
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