Urban Gardens
Urban Gardens transforms vacant city lots into community gardens. They needed a visual identity that reflected both their grassroots origins and professional ambitions.
The Challenge
Balancing authenticity with professionalism. The identity needed to appeal to both community volunteers and institutional partners.
- •Existing materials felt inconsistent and homemade
- •Difficulty attracting corporate sponsorships despite strong mission
- •Wayfinding in garden spaces was confusing for newcomers
- •Need to honor community contributions while signaling growth
Growing the Identity
Community Workshops
We held collaborative sessions with gardeners and volunteers to understand their connection to the spaces and brand.
Visual Language
We developed a modular system inspired by garden beds — structured yet organic, allowing for growth and adaptation.
Collateral Design
We created everything from seed packets to sponsor proposals, ensuring consistency while allowing personality.
Environmental Graphics
We designed intuitive wayfinding that guides visitors while educating them about different garden zones.
The Solution
We created an identity system that grows with the organization. A natural color palette drawn from seasonal plants, paired with clean typography and modular layouts. The system is designed to be implemented by volunteers while maintaining professional polish.
Visual Stills
Identity System
Logo variations and brand guidelines
Print Collateral
Seed packets, signage, and educational materials
Wayfinding
Environmental graphics and directional system
Impact
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