Lowline
Create the identity, story, and platform for a transformative park.
- Strategy
- Positioning
- Brand Development
- Animation
- Illustration
- Campaigns
- Website Design
- Web Development
- Signage
- Social
- Digital Assets
The Lowline is a linear park built on a historic rail line designed to reconnect Charleston’s neighborhoods.
Ultimately, the park will connect downtown Charleston with West Ashley, North Charleston, and Mount Pleasant, as well as enhance pedestrian and bicycle mobility across the city.
Our friends at DesignWorks, the master planners on the project, invited us to create the identity, story, materials, and digital platforms for the park. We became part of a multidisciplinary team working with The City of Charleston and designing for the public realm.
Our research for the Lowline included exploring the identities of some of the country’s great parks and public projects — from The Highline in New York to The Underline in Miami. As Charleston residents, we have firsthand experience with the city’s park system and mobility challenges.
Ultimately encompassing 40 acres, the dynamic linear park will include basketball courts, a skate park, green spaces, seating, and an array of events — from art, live music, and markets to pop-up games and run clubs. We’re honored to play a role in bringing this groundbreaking project to life.
The primary logomark combines the letter “L” with abstract shapes that represent both nature and connection. The “L” also symbolizes the path itself.
A palette of electric yellow, Charleston green, cloud, haint blue, sky, and jasmine root the brand in Charleston’s flora and culture.
An iconography system is grounded in the “L” shape. Intentionally abstract and inviting, the system is recognizable and can be effortlessly incorporated into wayfinding and identity applications. The shapes can also be used in color or masked with imagery to create additional solutions and iterations.
A comprehensive brand guide is designed to empower vendors and internal teams to activate the system across platforms.
Inspired by the adaptive reuse of the historic rail lines, the brand visually celebrates the evolving nature of the Lowline — a multilayered communal experience designed to spark curiosity and connection. Together with layered shapes and patterns, the system symbolizes the diversity of our shared community. The brand language is intentionally active and energizing — an invitation to park-goers of all ages.
In collaboration with the DesignWorks and The City of Charleston, we’re activating the identity system in everything from social media, wayfinding, and environmental design to digital platforms and merchandise. Response to the fresh identity has been incredibly positive. And we, like our fellow Charlestonians, are thrilled for all that’s to come. A linear park that reflects the uniquely captivating fabric of the city we love — that adapts, moves, and evolves as we do, together.
