CHS Inc., a global, farmer-owned cooperative, recently secured naming rights to the St. Paul Saints’ minor league baseball stadium. The awareness-building initiative offered CHS the opportunity to build the brand and grow pride among employees. To develop the brand identity and signage, the client turned to Franke+Fiorella.
The design firm evaluated the identities of dozens of local and national sports stadiums, and identified a lack of consistency in corporate sponsor brand expression. The CHS Field brand identity was designed to maximize brand impressions for CHS, tap into the whimsical style and energy of the St. Paul Saints brand, connect with baseball fans, and fit nicely into St. Paul’s historic Lowertown neighborhood. The identity is applied to everything from signage and the inaugural season emblem to promotional merchandise and apparel. Finally, usage standards were developed to help partners and suppliers create a consistent CHS Field brand experience throughout the ballpark, in the media, and wherever the brand is encountered.