Penn’s Landing Park
A Park for the People
- Brand Identity
- Brand Activation
- Branded Environment
- City & Place
Blue Skies, Green Grass, and All Your Favorite Things.
The new Penn’s Landing Park (due for completion in 2028) is an 11.5-acre park and civic space that will connect the city of Philadelphia to the waterfront. It will transform a brutalist concrete sprawl into rolling green space with something for everyone and then some. A project this momentous for the city needed a brand identity and wayfinding system to match. We needed to invite people from every neighborhood far and wide and help them get where they needed to go once they arrived. It needed to express itself as a welcoming and magical place to explore while seamlessly blending into the thoughtful park architecture and grounds.
Business in the front. Party in the park.
We set out to create a brand with two distinct personalities that work seamlessly together. A more boisterous and colorful mode meant for brand marketing and communications, and another subdued and elegant mode meant to gracefully blend wayfinding into the park’s landscape architecture. When utilized together, they bring a visual hierarchy to the messages we’re communicating and a volume knob for brand voice.
Getting Around
Clear and beautifully woven wayfinding was crucial for the sprawling new park. We created a flexible system with sign forms inspired by the tree in our logo mark and materials that complimented the building architecture. From elegant totems and integrated signage at the entrances to low profiles and small footprints within the park, they guide without getting in the way.
Different Strokes for Different Folks
Two icon libraries were created to function across the brand inside and outside the park. From more expressive brand moments to regulatory and location icons across the wayfinding system, they all have their place and purpose.
Color. Full.
The brand embraces visual vibrancy and a welcoming voice that invites you over to the waterfront to play. This visual identity reinforces the park’s mission to be a dynamic, welcoming space for our entire city and beyond to enjoy. I park for the people indeed.
Anywhere and Everywhere
A robust visual and verbal system was created to work across every possible medium and build excitement through the construction process and then transition into ongoing programming and marketing when the park opens.
