Church Street Park Rebrand
It all started with a phone call: “The people at the businesses downtown need a space they can breathe…they need somewhere they can walk, sit, enjoy their lunches. We need that space to be Church Street Park. Can you help?”
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Our creative team worked hard to come up with a really compelling, simple, and memorable new logo for the park. They needed a symbol that spoke to the ethos of the experience they wanted to offer and our creative team rolled up their sleeves to bring it to life.
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We built a robust, comprehensive visual language for Church Street Park that stands out, and delivers on the promise they wanted to make to the community.
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We created a system of prints, signage, flyers, and marketing materials that the CSP team are using in real time to drive traffic to the park in Nashville.
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A good team needs good swag. The CSP team needed shirts, hats, lanyards and more to go with their new look and feel. Our team came up with a classy look to help them stand out while staying true to who they are.
Before
Church Street Park was once a historic plot of land in downtown Nashville. Over the years, the park slowly decayed into a place where the homeless and addicted congregated.
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As the years went on the park slowly became a place where the surrounding residents simply avoided.
That small pocket park in downtown Nashville became neglected for many years, and also the subject of contentious political debate, Forrest was tasked with “branding” the park back to life so that the Biederman team could make it a safe and attractive destination for residents and visitors. In order to do so, they knew they were going to need to brand the park, and send a message to the surrounding area that the longtime homeless camp was being transformed into something beautiful.
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Capturing emotion through design
We built a mood board to inform the creative direction of the park brand.
Pattern, color, texture, logo styles, and more help us not only express how we want the brand to look, but also how we can help the brand communicate its attributes and personal qualities that we want people to experience.
Design can be a powerful tool that we use to communicate emotion and empathy to a specific kind of people that your brand wants to reach. If done right, this can move the needle in powerful ways.
Brand Attributes
During our discovery we got radically clear on the things that make Church Street Park truly unique. Like we mentioned above, these are also things they want their target customers to feel and experience when they interact with their brand. Finding a brand’s attributes positions our creative team to build with meaning and emotion, not just what may “look good” subjectively.
The Logo
Your logo is a symbol. Its job is not to communicate every nuance about your brand. That’s what marketing and messaging are meant to do.
For Church Street Park, our goal was to create a symbol that brought to life all the brand attributes we mentioned above.
Presenting, the Church Street Park Identity . . .
“A logo doesn’t sell (directly), it identifies.”
Paul Rand
See more on Church Street Park’s Instagram:
Work with us
Our favorite thing about the Church Street Park rebrand was knowing that we weren’t just helping to build a brand–we were helping create a space for the business professionals in the city to rediscover their humanity. Everybody needs a break, and while Forrest primarily works in B2B tech, we knew that the tech leaders in Downtown Nashville would thrive if we could help the people at BRG bring the park brand to life.
What started as a rundown, homeless camp, was transformed into a beautiful, timeless, classy place of refreshment and fun.
People need breathing room so they can do their best work. Having a robust, clear, and compelling brand gives your business that breathing room knowing that the promise you are making to your market is working FOR you and not against you.
Give us a shout and one of our brand strategists will help you figure out how we can achieve the goals you have in your own market. Send an email and we’ll set up a time to talk.