Title of the document

Creative Direction & Design 

Waterloo Greenway

Think you know what a park is? Think again.

Waterloo Greenway is a 1.5 mile park system covering 35 acres of connected green space in the heart of Austin, Texas. It is an iconic and flourishing chain of public parks, comprised of walking and biking trails, playscapes, open green spaces, and a healthy creek, enlivened by Austin’s diverse and vibrant community. Shifting the perspective of how the city views and uses its shared green spaces, it communicates infinite possibilities for the Austin community by connecting people to nature, art, culture–and to each other. The new name and brand identity represent both the place itself and the organization, so a series of visual tools were created to be able to communicate to the conservancy and its donors, the public at large and be applied to a series of diverse programming the park offers. The resulting visual identity is charming, approachable and inclusive to both visitors and those who call Austin home. A host to vibrant communities and a vivacious arts and culture scene, the brand is nostalgic, natural and full of life.

Brand Strategy
Visual Identity
Graphic System
Branded Collateral
Signage & Wayfinding
Brand Book

Photography: Waterloo Greenway
Video: Waterloo Greenway
Design: Sebastian Rodriguez Besa, Justine Rudnicki
Architecture: David Rubin Land Collective, Thomas Phifer + Partners

A Core77 Design Honoree
Featured On AIGA

© 2023