IMPACT PARKS

Brand identity and custom website for a philanthropic fundraising service focusing on recreational spaces.

OVERVIEW

URL: impactparks.com
Role: Logo Designer & UX/UI Designer
Agency: MC2
Date: Summer 2021

RESPONSIBILITIES

Logo & Branding Development
Marketing Asset Development
Wireframing
HiFi Prototyping
Development QA
User Testing

SOFTWARE

Figma
Illustrator
Photoshop
Indesign
Procreate

THE CHALLENGE

Impact Parks was a new organization looking for help launching their brand: Naming, strategy, messaging, brand identity, a new website and more. Their target audience included organizations interested in improving their local community with accessible outdoor spaces like parks and playgrounds. They wanted to develop a brand that hit the center point between playful and professional to appeal to the modern philanthropist as well as capture the essence of a thriving community.

LOGO SKETCHES

BLACK AND WHITE CONCEPTS

FINAL LOGO

THE SOLUTION

Once the strategy team completed the naming and messaging, the project was moved into the design phase where we began logo concept sketching. Several concepts were developed and presented, and the client landed on a custom lettermark logo that was simple and minimal with a slight playful touch. A bright, clean color palette was developed and integrated into the logo and a brand guide was developed to promote consistency as the company grew.

As the logo was being developed, the client's website content was organized into a simple sitemap and user flows were created. Once the logo was complete, the website moved into the design phase where the user interface was heavily influenced by their new identity. Swooping section borders and subtle geometric patterns were integrated for a fun and exciting feel. Typography was restricted to one clean sans serif font balance the more playful elements with a simpler element. Testing was performed to ensure the new site was ADA compliant.

WEBSITE SAMPLES

WIREFRAME

PROCESS

Client discovery
Research
Logo Sketches
B/W Logo Development
Color Integration

6. Brand Guide Creation

7. Site map creation

8. Wireframing

9. Prototyping

10. Development Handoff

ROLE

Logo and UX/UI Designer responsible for creative direction input and all production. Worked under a Creative Director and Lead Web Developer who provided guidance, feedback, client communication and project management. This project was completed under the agency of MC2 in Fall 2021.