Branding Identity for Smith Memorial Playground – a historical playground that provides and promotes free and unstructured free play for children.
Smith Memorial Playground is a historic children's playground dedicated to providing a safe place where children from the country could play.
It’s full of juxtapositions: Smith has a rich, century-long history yet their approach is modern and fresh; The colorful, innovative playground is surrounded by layers of trees and greenery of the area; The toys and drawings inside is surrounded by the wooden interior and floor.
Smith is special because it is free and inclusive; It’s located in its original historic, natural landscape, free from the city noise; It values “playing” as a tool to aid children development.
I experimented with children's crayon drawings, my favorite drawing medium when I was a kid. The drawings are inspired by the abstract shapes of the playground equipment and what children draw in real life. I arranged them in a grid to juxtapose the drawing's playful nature with the historic site's sense of structure.
Early visual studies – The drawings have a variety of themes, from the typical house and trees drawings to treasure maps and traced hand drawings
The logo is made up of simple geometric shapes that are kid-friendly. It is evocative – conveying fun through the shape of a swirly playground slide and growth through the evolving stages of circles.
Logo, color and typography system
I continued to convey Smith's juxtapositions (historic site vs. innovative approach, nature vs. structure) by pairing the crayon drawings with clean typography and a tight grid structure.
The headline typography combines two typefaces, also showing the structural vs. organic dynamic of Smith. This clean, minimal typographic treatment and the drawings create a unique identity that embraces Smith’s values.
Business card design featuring crayon drawings
18x24 Promotion Posters
Website – Adapts to a more minimal version of the branding system for easier navigation
Website – Landing page snapshots
Social media campaign with a custom photo filter for the photography
Poster series mocked up
Promotional mural mocked up
To be honest, it was quite the challenge to produce drawings that look as effortless and carefree as children's drawings – proof that we have so much to learn from kids. I had so much fun working on this project, especially with organizing the drawings in a grid and breaking them up. I'm proud that I created a brand identity that both celebrates children's joy and appeals to the adult's need for structure and order.
Femme International Film Festivalbrand identity / art direction
Senior Showcase 21'brand identity / art direction / website design
Smith Memorial Playgroundbrand identity / art direction
Late Bloomerbrand identity / packaging design
Lucidposter design / illustration
Amélie - mise-en-SCÈNEexperimental publication / art direction
Travestiesposter design / typography / animation
An Choi NYCresponsive website design / web developer
Fountainresponsive website design / UI&UX
Odili Donald Oditapublication design / art direction
Coca-Cola x Panda Expressart direction / photography editing