American Family Field

Elevate partnered with the Milwaukee Brewers and American Family Insurance to create a refreshed naming-rights identity and enhanced entry experience for the ballpark.

With a major naming rights transition underway, the Brewers sought a modern, meaningful identity that resonated with fans while uniting two major brands under a single, cohesive vision. The existing Right Field Gate was missing a prime opportunity to immerse guests in the excitement of baseball and Potawatomi’s offerings. Our team crafted a design system that balanced tradition with innovation and activating a non-branded entryway in a way that felt authentic, energetic, and additive to the overall ballpark experience.

The collaboration resulted in a refreshed naming rights identity that seamlessly integrates American Family Insurance’s brand with the Milwaukee Brewers’ visual heritage—supported by a logo that has become a recognizable symbol of the venue’s spirit. Our design of the Potawatomi Right Field Gate further elevated the fan journey, turning a previously understated entry into a dynamic, partnership-driven experience that captures the excitement of game day. Through logo identity, naming rights partner development, and thoughtful partner integration, delivering a cohesive and impactful creative solution that strengthened brand alignment.