San Francisco Giants MLB Clubhouse redesign
A three-month offseason reset of the San Francisco Giants’ home clubhouse environment at Oracle Park, redesigning the player journey from stadium arrival to field access.
Overview
A three-month end-to-end redesign of the San Francisco Giants' home clubhouse, completed during the 2025 offseason. The scope covered the complete player journey from stadium arrival through every key touchpoint to the clubhouse and out to the field.
This was not a cosmetic refresh. It was a standards reset built into the route players live every day — an environment redesigned to communicate intent, reinforce identity, and make excellence unavoidable.
Context + Brief
A new President of Baseball Operations wanted a visible shift in standard. The clubhouse was the clearest place to realise it — it sets the tone each day and frames what good looks like before anyone reaches the field.
The Brief:
- Clean, minimal, intentional design language throughout
- Make expectations unmissable — embed them in the environment
- Reinforce team-first identity over individual status
- Communicate that "visibility is earned"
The Problem
The clubhouse had built up layers over time. Different leadership teams added elements in isolation, staff filled gaps with ad-hoc updates, and a previous refresh was only partially realised. Finishes and graphics never resolved into a coherent system.
The result was visual clutter and mixed signals. Hierarchy broke down, and the environment communicated no clear point of view. The space had been layered, not designed.
Constraints
The project operated under significant practical pressure. Understanding these constraints shaped every design and delivery decision.
- Three-month window to Opening Day, with major work required substantially complete before players returned for pre-season
- Heavy stadium upgrades running in parallel, with fabricators already at capacity
- Controlled player environment with tight, managed access windows for all installation work
- Multiple build types within one space: paint, dimensional fabrication, lighting, tension fabric systems, and security-grade display builds
It'd be rolled out as a staged install. Priorities landed first, with remaining elements completed as access allowed.
Roles + Responsibilities
Creative lead with end-to-end ownership of the project from concept through fabrication and delivery.
- Narrative framework and sequencing across the full player journey
- Design for each touchpoint: graphics, dimensional elements, materials, and lighting
- Mockups and presentations for stakeholder approvals
- Coordination with fabricators and architectural designers to translate concepts into build elevations and fabrication specifications
Approvals ran directly through the President of Baseball Operations and Head of Ballpark Operations.
Strategy
The space was treated as an end-to-end experience, not a collection of isolated upgrades. Three principles guided the work:
- Align on intent. The environment needed to signal pride, expectation, accountability, and a team-first culture every day. That intent was agreed up front, before any design decisions were made.
- Establish a visual baseline. Remove clutter. Define a restrained, consistent design language so every remaining choice feels deliberate, then introduce content.
- Map the player route. Trace the full journey from arrival to field to see where moments actually land, and which touchpoints carry the most weight.
Design Moves
Unify the clubhouse into a single coherent system: Rebuilt the space as a single typographic and environmental language. Heritage was treated as proof of professionalism and continuity, not decoration.
Make legacy feel intentional, not nostalgic: Formally renamed the clubhouse after a long-serving figure (Mike Murphy - Clubhouse Manager) in the organisation and marked it at the entrance. A clear statement that visibility is earned and legacy carries weight.
Turned flat graphics into physical moments: Introduced dimensional tactile elements, backlit brandmarks, and integrated lighting to give the route structure and presence. The goal was to make the identity feel built-in, not applied.
Craft over speed: All clubhouse graphics were hand-painted. In tight corridors where players see the work at arm’s length, detail matters. You can feel the hand in it, and that was the point.
Put the standard at the threshold: Designed and built a custom championship trophy wall at the entry to house the three World Series trophies securely and make the expectation unavoidable. This meant removing and rebuilding the wall structure, with space trade-offs in two adjacent rooms. It wasn’t an add-on. It was a structural rebuild designed to be seen every day.
Balanced trophies with team story: Opposite the trophy wall, a backlit fabric installation mirrors the three-trophy rhythm with one celebration image from each championship year. Standard on one side. Team on the other.
Delivered through a three-month phased rollout, sequenced around tight access windows in a controlled player environment. It went live for Opening Day 2025, and the response confirmed the intent had landed.
"You walk in, and you see that, and you kind of want to add to it… an awesome addition to the clubhouse." — Logan Webb, SF Giants (SF Chronicle 2025)
"Put the trophies up front where everybody can see them… that's what you play for." — Mike Krukow, NBC Sports (2025).
This work established a baseline for how the player environment communicates standards and legacy from arrival to the field. It reinforced the value of treating environmental branding as a system-led experience, not just a set of isolated graphics. That system-led approach was essential for maintaining craft quality under tight access windows, build constraints, and the day-to-day reality of a controlled performance space.
