Targeted Branding
Contract Magazine
August 24, 2007
Target Commercial
Interiors (TCI),
best known for
specializing in
commercial office
design, is expanding
its offerings into
new market sectors
with the re-branding
and enhancing the
aesthetics and
furnishings for
Chase Field, the
Arizona Diamondbacks
ballpark in Phoenix.
The design team at
Target Commercial
Interiors worked
with the Arizona
Diamondbacks to
embody the team’s
new “fan experience”
brand in all aspects
of the stadium
redesign. The
rebranding went
beyond new visuals,
however. Tom
Garfinkel, Arizona
Diamondbacks
executive vice
president and chief
operating officer,
explains that the
rebranding is "much
more than logos and
uniforms. The goal
is to remind people
of the emotional and
visceral experiences
that make baseball
America's pastime."
The stadium, which
originally opened in
March 1998 as "Bank
One Stadium," now
incorporates team
colors and logos
alongside black and
white images of fan
experiences
throughout the
ballpark. As part of
the redesign, TCI
created clean,
branded concourses,
concession areas,
entrances, signage
and lounges, as well
as a redesigned and
branded suite level,
entrance rotunda,
and clubhouse.
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