About the Project
The Compass Premier Club is a newly renovated club located at Petco Park with premier views, dining, and seating for baseball lovers. 2020 marked the 2nd annual Compass partnership with the San Diego Padres beyond the renovated Premier club and into an agent marketing opportunity. Participating Premier Club Agents were offered a brand collateral suite to help promote their business and position themselves uniquely in the market, advertising within the stadium and Premier Club, and a dedicated set of home games to treat their clients to.
Process & Challenges
2020 marked the 2nd year of this partnership, and was also the year the San Diego Padres changed their branding, and swapped their colors from blue and white back to the gold and brown from decades ago. Aside from color changes and modifications to their logo, they also brought back pinstripes to their home uniforms which was a key influence in the direction of this years collateral suite.
I was the design lead for this project and worked closely with design and marketing to create a branded collateral suite of marketing materials the Compass Premier Club agents to select from. The package included: business cards, coasters, print invites, a Compass/Padres tote bag, a custom bifold that would sit inside the club, email headers for a digital invite, email signatures, social assets, custom signage, and a custom booklet highlighting all of the Premier Club Agents, published by The Neighborhood Connection. In total, there were 13 participating agents (with 8 home games per gent).
With 13 participating agents and a selection of items to choose from, there here were a lot of moving parts. One of the main challenges of this project was keeping everything organized and managing requests, edits, approvals, and deadlines. I created a color-coated spreadsheet system on top of our project management system to use as an order form and master document for all of the agent materials —this way designers and marketing associates could reference this for a quick view of the project in its entirety.
Unfortunately, due to the pandemic, this too was pushed back and later cancelled and therefore didn’t get to fully come to fruition in 2020. The images above are references to some of the collateral we created for 2020, but the information has been changed to not feature one specific agent. Below you'll find a video that was created for last years partnership that’s still very much aligned with this project.
Regional Marketing Director: Steve Tabacchiera
Compass Partnership Setup: Ryan Fite
Design Manager: Anne Trencher
Traffic Coordinator: Steven Howell
Art Direction and Design Lead: Anne Szafranski
Designer: Sydney Sachs
Marketing team: Caitlin Donnelly, Luisa Fernandez, Tara Royle, Alex Condos, Ian Gere, Kenna Carlson
Video (2019): Raul Lugo