Branding
king county parks
For nearly two decades, I helped protect, refine, and evolve the Parks brand. Over time, multiple rebrands, including a countywide logo redesign, left the brand fragmented, inconsistent, and hard for staff to maintain.
When the most recent consultant-led rebrand leaned heavily on trends, I recognized the inefficiencies it introduced, especially for signage and system-wide use. I raised those concerns with leadership and worked to build support for a brand cleanup focused on clarity, usability, and long-term value.
client overview
King County Parks manages over 200 parks, 32,000 acres, and hundreds of miles of regional and backcountry trails.
deliverables
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Logo and brand identity development
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Brand standards and style guide creation
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Implementation planning, rollout, and quality control
Timeline
Nearly 20 years
tools
Illustrator, Photoshop, Fresco, InDesign
Goals and challenges
My goal was to create a clean, evergreen logo that felt modern but mature, and appropriate for a 50-plus-year-old agency, while continuing to steward and evolve the brand over time.
Aware of staff fatigue from frequent rebrands, I approached the work carefully. It was important to respect the brand’s evolution by retaining recognizable and successful elements, while delivering a clear improvement that staff could stand behind, the public could easily recognize, and that would translate across uniforms, signage, and marketing materials.
