Design firm Office has created an identity for a new organization that was formed to unite San Francisco’s parks. Founder and executive creative director Jason Schulte explains his team’s approach in a Communication Arts article.
“Throughout the immersion phase, we heard from stakeholders and experienced firsthand that a walk through the Gardens is full of small surprises that spark joy and wonder. In developing the design language, we tried to evoke a similar response. This meant leaving room for expressiveness and artfulness in the system and pushing past expected solutions to infuse a sense of delight and thoughtfulness in communications. Overall, the visual system is elevated to match the high-quality experience of visiting the Gardens while still feeling wholly approachable and supporting the organization’s intent to be a welcoming place for all.”
https://www.commarts.com/exhibit/gardens-of-golden-gate-park-identity