Turning a naming rights deal into something real in Modesto
THE OPPORTUNITY
When Modern Woodmen of America secured the naming rights to John Thurman Field, this wasn’t just a rename.
It was a reset.
A new team.
A new era.
A ballpark about to open its gates to a city that cares deeply about baseball.
The ask:
Create the identity for Modern Woodmen Field and bring it to life across the entire stadium.
The reality:
Do it fast. Do it right. Make it feel like it’s always been there.
THE CHALLENGE
Everything about this project moved fast.
- A public announcement on a major stage
- Opening Day locked for May 19
- Signage that had to be designed, engineered, fabricated, and installed
- Multiple stakeholders across ownership, sponsor, city, engineers, and fabricators
At the same time, the identity couldn’t feel temporary.
It had to feel like a place.
Not a sponsor slapped on a building.
Something people would actually say, naturally:
“Let’s go to Modern Woodmen Field.”
THE APPROACH
We didn’t treat this like a logo.
We treated it like building a place.
BUILD SOMETHING THAT BELONGS HERE
Modesto doesn’t have a single defining skyline.
So we didn’t fake one.
We built one from what actually matters.
The skyline in the mark is made up of real places that define downtown Modesto:
- Gallo Center for the Arts
- Brenden Theatres Modesto 18
- State Theatre
- DoubleTree Hotel Downtown
- Modesto Arch
- McHenry Mansion
These aren’t filler shapes.
They’re landmarks people recognize. Places people go. Pieces of the city that give it identity.
Because if this logo is going to live in the ballpark for years, it should reflect the city sitting right outside its gates.
DESIGN FOR THE REAL WORLD
This wasn’t designed for a website.
This was designed to live:
- 30+ feet in the air
- Across massive structures
- Under stadium lights
- Seen from hundreds of feet away
Every decision had to hold up at scale.
Clean where it needs to be.
Detailed where it earns it.
CONNECT BRAND, TEAM, AND CITY
This mark had to sit in the middle of three worlds:
- A national organization
- A brand new team
- A local community with history
So we built something that feels like a venue, not a campaign.
Something that works just as well on a sign as it does when someone says it out loud.
THE WORK
PRIMARY FIELD IDENTITY
A bold, stadium-ready mark designed to last.
- Sponsor-forward without feeling corporate
- Rooted in Modesto
- Built for large-format visibility
BALLPARK SIGNAGE SYSTEM
We designed and coordinated a full stadium rollout, including:
- Ticket Booth Marquee Signs
- Party Deck Arch Signage
- Scoreboard Branding
- Batter’s Eye Feature Sign
These weren’t random placements.
They were chosen based on fan movement, sightlines, and impact.
ENGINEERING + EXECUTION
This is where most projects like this fall apart.
We stayed in it.
- Worked directly with local sign fabricators
- Coordinated structural requirements and engineering
- Navigated permitting conversations
- Planned installation against a fixed Opening Day
Because if it doesn’t get built right, none of the design matters.
THE RESULT
The name was unveiled as part of a major, multi-year partnership.
But more importantly:
It didn’t feel like a sponsorship.
It felt like a place.
Modern Woodmen Field now shows up exactly how it should:
- In the skyline
- On the structures
- In the fan experience
- In the way people talk about going to the game
WHY IT MATTERS
Most naming rights deals stop at the contract.
This one didn’t.
This project turned a name into something physical, visible, and lasting.
Something that belongs to the city, not just the sponsor.
And that’s the standard.
OUR ROLE
Slightly Obsessed Studios led:
- Identity design
- Environmental branding strategy
- Signage design and planning
- Vendor coordination
- Installation oversight
- Brand consistency across the entire rollout
In close partnership with Dave Heller and Main Street Baseball.
LOOKING AHEAD
Modern Woodmen Field is ready for Opening Day.
And more importantly, it’s ready to become part of Modesto.
Not just a place you go to watch baseball.
A place you say by name.
