Covenant Health Park
Project Overview Client: Boyd Sports, Knoxville Smokies
Years: 2022-2025
Services: Wayfinding Strategy, Signage Design, Experiential Brand Activation, Sponsorship Masterplan, Naming Rights and Sponsorship Activation
Baseball returned to downtown Knoxville with the opening of Covenant Health Park, a new home for the Smokies (Chicago Cubs AA Affiliate) and One Knox SC (USL Leage One). The ballpark was designed to revitalize an under-used site and connect adjacent neighborhoods. The project includes a surrounding mixed-use development with apartments, dining, and retail which keeps the facility active year-round.
Our goal was to extend the existing character of Knoxville’s Old City so we designed a series of placemaking elements that reference city landmarks and history from surrounding neighborhoods.
The Tennessee Theatre marquee is one of downtown Knoxville’s most recognizable landmarks. So when when the Smokies announced their move downtown it seemed only fitting to design a marquee blade sign for the new ballpark. The design intentionally bears the city’s name (not a team, state, or sponsor) signifying that the venue and surrounding development belongs to the city, not just one team. The contours and layering mimic the Smoky Mountains.
The mural at the grand staircase inside the First Base Gate was inspired by downtown’s Strong Alley and Weaving Rainbow Mountain stairs in World’s Fair Park.
The lettering design and graphics on the exterior walls of the ballpark references “ghost” signs on Old City’s brick buildings and pays tribute to Knoxville’s negro league history.
Wall graphics inside the players clubhouse were designed to connect the Smokies brand to their major league affiliate, Chicago Cubs.
The signage system is inspired by painted signs found in the adjacent Old City neighborhood as well as classic baseball illustrations. I started by creating a series of vignette sketches on walks through the neighborhood. These were refined into a visual library of symbols and graphic elements.
The actual form of the signs is inspired by the contours and layered effect of the smoky mountains. Directional signs feature magnetic replaceable panels, providing message flexibility and referencing old manual scoreboards.
Sponsorship Integration
Inspired by neighborhood bars in Old City and Happy Holler, the Ultra Bar is designed to be the place everyone’s talking about at Smokies games.
The Watering Hole is a casual outfield hangout in the right field corner.
Inspired by Knoxville’s outdoor adventure culture, this space is for casual fans who do not want to be confined to one seat and value flexibility to move around throughout the game. The area includes drink rails, patio furniture, and lawn games, creating an inviting social space.
Integrating the sponsor’s brand required careful attention to maintain the simple yet elevated aesthetic. Sponsor ORNL Federal Credit Union required the display of their full name to avoid confusion with other regional brands that also use the ORNL acronym.
Team Nick Abele, Project Lead, Designer
Shawn Sanem, Art Direction
Dan Kessler, Junior Designer
Tiffany Zen, Planning
Ashley Powell, Construction Detailing
Fabricators: Allen Signs
Work completed at Populous