Work→ Urban Park Wayfinding - Branding | Experiential Design

Overview

Cities are reimagining old industrial infrastructures and transforming them into pedestrian-friendly environments. Create a unique brand identity and wayfinding system for the Dequindre Cut Greenway, an urban park formerly part of the Grand Trunk Western Railroad in Detroit, to set it apart from surrounding parks.

The Dequindre Cut →

Role

Co-Designer:
Research
Branding & Logo
Gateway Maps
Digital Map
Mock-ups

Team

Kendra Terrero
Soniah Vu
(Seneca College project)

Tools

Illustrator
Photoshop
Miro

Duration

2023 - 6 weeks

Research & Ideation

We started by conducting research and developing image boards and mind maps to deepen our understanding of The Dequindre Cut Greenway.

My initial logo concepts featured artistic symbols representing Detroit and the separation or cut of the underground path.

Logo

Since, The Dequindre Cut Greenway is well known for its urban graffiti art we chose a graffiti style logo with rounded cut-out shapes that resembled stencils. We integrated our ideas of incorporating the greenway, the "cut", and artistic symbolism. The tree in the logo symbolizes the park's greenway, while the cut-out at the bottom represents the park's pathway/cut.

Acumin and Helvetica are modern, clean typefaces that offer a variety of condensed weights, allowing us to visually balance the long titles. We selected a bold colour not commonly used in park branding. Purple is complementary to yellow-green on the colour wheel, making it stand out against the park's greenery in all seasons.

Iconography

The park's iconography is consistent with its branding, featuring a round, stencil-like cut-out design similar to the logo.

Wayfinding

We ensured that our wayfinding designs are scalable, inclusive, and meet accessibility standards. Additionally, users can scan QR codes to access digital maps.