Citizens Bank, new to the Philadelphia region, bought the naming rights to the Philadelphia Phillies’ new ballpark in an effort to associate itself with the equity of the well-known Phillies brand. The Phillies and Citizens Bank approached Forty Forty in need of a co-branded identity for the new ballpark. Citizens Bank had acquired the rights to the park’s name, but the bank also needed to adopt the existing equity of the Phillies brand. It wanted to fully integrate its message into visitors’ ballpark experiences.
In addition to the identity and signage, Forty Forty designed the Citizens bank entitlement zone answering the question, What would a ballpark experience look like if you combined a bank, a family friendly fun zone and baseball. Our scope included identity, signage, advertising, collateral and experiential design.