- Brand Identity
- Brand Positioning
- Product Development
Objective / Solution
Establish a bold, inclusive, timeless identity for a once-in-a-generation urban park — a park for everyone, built by everyone: 308 acres on a mission to enhance the physical, mental, and community health of its people.
The identity is informed by Dix Park Conservancy’s five pillars: Community, History and Legacy, Art and Culture, Gardens and Ecology, Health and Play. The unique letterforms, a mix of serif and sans serif, reflect the optimism, playfulness, approachability, and inclusivity of the brand.
The vibrant color palette draws directly from the park’s landscapes — envisioned by world-renowned landscape architect Michael Van Valkenburgh. The verdant hills, valleys, fields, and groves, golden prairies and sunshine, and the blues of sky, creeks, and ponds. The brand’s optimism and playfulness beautifully translates to business cards, letterhead, notecards, nametags, and postcards.
Rather than simple, branded merchandise, a thoughtfully crafted collection of products evokes emotion, invites personal connection and pride, and inspires the sharing of stories.