PORTLAND DIAMOND PROJECT

MLB Team Expansion

Problem: Portland doesn't have a Major League Baseball team. The Portland Diamond Project is working to change that, but without a team, a stadium, or a season, building real fan belief and civic momentum around something that doesn't exist yet is genuinely hard.

Solution: Make it feel real before it is. A pop-up store in downtown Portland that didn't wait for permission from the league or a groundbreaking ceremony. Baseball merch, local design, community conversation, and the unmistakable feeling that this was already happening. The signal was clear. Baseball isn't coming to Portland. It already lives here.

How: Concept, brand identity, and full pop-up experience design. The store generated immediate press coverage and real fan engagement around a team that technically doesn't exist yet. That's the job. Turn belief into momentum before the first pitch is ever thrown.

CLIENT: Portland Diamond Project

AGENCY: Freelance

CO-CREATIVE DIRECTOR: Tony Frusciante

ART DIRECTION: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

A baseball player in a uniform and batting helmet swinging a bat, with a baseball flying near him and a blue circular background featuring the Portland Timbers logo.
Exterior of a store with a blue sign that reads "SPORT" and a circular logo for Portland. The store has large glass windows with clothing on display. Nearby, there is a modern building with glass and concrete architecture.
A white Megabox counter with blue text in a building lobby. Behind the counter, the wall has framed pictures and a small container of supplies. There is a large window on the left side letting in natural light.
Several navy blue baseball caps displayed on a white shelf, one featuring the Portland Pier logo in white and blue.
A wall decorated with artificial green grass tiles arranged with numerous rows of white baseballs, creating the word 'PLAY' and various shapes.
Exhibit display case with baseball memorabilia, photographs, and informational plaques.
Interior of a retail store featuring baseball merchandise, including hats, t-shirts, and framed photos, with a green wall display of baseballs. Large windows allow natural light, and a city street is visible outside.
Two baseball jerseys hanging on wall hooks, one cream with red accents and swan logo, the other gray with black pinstripes and black text.
Snow-capped mountain peak against a clear blue sky with a forest of evergreen trees at the base.
A framed plaque with a black background, featuring the Portland Baseball logo and text supporting Major League Baseball at Portland.
Wall decorated with numerous baseball cards featuring players in various uniforms and action shots.
An exhibition booth with a person looking at a display titled "MLB PDX NOW" with signatures and handwritten notes, accompanied by a digital information stand.
People writing messages or signatures on a large white wall at an indoor event.
Two men wearing headphones sit at a desk in a recording studio with green grass-covered wall decorated with white baseballs, and a black banner with red and white text reading "1080 THE FAN."
Two young boys sitting in chairs outdoors with a green grass wall behind them. The wall is decorated with baseballs arranged to spell out the word "YARD" and a baseball glove design. Both boys are holding baseball bats.
Four men standing outdoors in front of a green wall decorated with white golf balls, posing for a photo.
A man and woman walking past a helicopter on a sunny day. The man is wearing a blue Cap with a white P logo, sunglasses, a gray T-shirt with blue text, and black pants. The woman has long curly hair, a black top, white shorts, and a white jacket.
Panel discussion at the Portland Sea Dogs baseball team event with three speakers on stage, a backdrop featuring the MLB Portland logo and mascot images, and an audience capturing the moment with their phones and cameras.
Digital rendering of a modern baseball stadium with a large crowd, multiple seating levels, a prominent scoreboard with a 'P' logo, and a spacious concourse filled with visitors.