The Scouts Club is Great American Ballpark’s upscale club catered to their fans who love a deeper dive into the game. An entire space dedicated to elevated seats, access to exclusive and private events, as well as a unique concession experience (including a full service bar), it’s safe to say the Scouts Club is for the real Reds heads. Outside of the amenities, the space is designed to speak directly to the die-hards with Reds ephemera and a historical, museum-esque video vignette on the team. With new excitement surrounding the team and the team’s visual expression across all facets of the Cincinnati Reds brand, new ways to activate the Scouts Club became a priority.

Durham was approached with the task of recreating and reimagining what the Scout Club stat wall could look like for not only the current season, but beyond. We designed a brand new package of motion assets and video murals for the walls of the Scouts Club to kit and fit the space with opportunities to update as the seasons progress. Our Scout Club ‘Stat Wall’ long-form framework features a video package that showcases statistics, player highlights and animated brand assets, built from a template that is easy to add to, update, or remix as new players, new milestones, or new anything come their way. We storyboarded the video, chapter by chapter, in order to create a variety of scenes that’ll keep your interest as you move through the space and experience the wall throughout the ballgame. Their Stat Wall features a unique home-plate pattern that echoes the shape language of their hanging ceiling fixtures. Using these shapes as opportunities for dynamic cropping and masking, we established our design standards to both fit within, and break these constraints throughout. Stats needed to high in hierarchy for maximum legibility, therefore being carefully carved out on the wall. However, team logos and hype highlights itched to go full-screen and overlay the outlines on the wall in order to take advantage of the large wall space. We also reimagined the history concept on an additional wall across the club that cycles through footage of the team from its conception to current.