Project Description
The Willamalane Park Foundation (WPF) supports the activities + facilities of the Willamalane Park & Recreation District. In 2025, WPF sought a new logo + brand identity to represent their mission, values + long-term commitment to stewardship, community building, + accessibility.
I was tasked with conceptualizing + creating a fresh visual identity that stands on its own — while being complementary enough to coexist alongside the District’s existing brand. The final deliverables needed to work across print, web, signage, social media icons + promotional materials. The final design is a flexible, timeless brand identity that is able to grow with the Foundation.
This project reinforced my interest + experience in purpose-driven, creative design work, while demonstrating my capacity for partnership + adaptability.
Role(s): Contract Freelance Designer (Brand Identity + Logo Design), Marketing Committee Participant
Deliverables: Logo + brand guideline design, logo rollout materials, marketing assets
Work Involved
| Concept Development | Revision Phase | Final Delivery | Ongoing Involvement |
| – Created three distinct logo concepts, each incorporating different visual + storytelling approaches – Gathered feedback + refined the strongest concep | – Completed two rounds of revisions incorporating committee feedback – After the second draft, the client requested further exploration inspired by the filbert tree/ leaf/ nut motif, hoping to embed “WPF” or a “W” in a symbolic, organic way | – Final logo files in vector formats + raster formats – Brand guideline document outlining color palettes, clear space/ sizing/ usage specifications, + logo variations – Organization of all files for ease of use across print + digital applications | Post-project, I was invited to join WPF’s marketing committee as a volunteer — continuing to help shape ongoing communications, outreach, + visual branding needs going forward. |
Rebrand Approach
The new logo needed to be clearly separate from the District’s “pinwheel” logo, avoiding similar forms or a full-spectrum color palette. The design had to be clean + practical — avoiding overly decorative or illustrative styles, + ensuring scalability + legibility down to small sizes (e.g. social icons or small print)
The design needed to reflect local identity + values. After some feedback rounds, we decided to move forward with the incorporation of a filbert nut motif, connecting with local heritage + adding meaningful symbolism tied to the foundation’s significant Dorris Ranch restoration project.
Re: color preferences, the client requested the design to incorporate a max of two “main” brand colors, with a preference for greens + blues (plus black/ white variations). Four secondary colors were strategically selected as highlight/ complementary colors for use in branding materials.