The Prospect Park Alliance partners with the City of New York to ensure ongoing care and long-term preservation of Brooklyn’s largest park. Since 1987, they have worked to help fund the Park’s operating budget. No small task at 585 acres in size with more than 10 million visits each year.

Champions worked with Prospect Park Alliance to improve the park’s digital experience, as well as build community and clarify the brand. In 2015, we launched a new online platform including an interactive map and dynamic calendar. A big part of the assignment was to refresh the logo and build a comprehensive identity system. The overarching strategy was simple: make a great park greater.

The Park logo designed by Chermayeff & Geismar in 2002, and was later updated with the Gotham typeface by the internal design team, had accumulated valuable brand equity that would be lost by a total redesign.

A simple refresh allowed the Park to leverage existing cues while updating color and proportion to make usage across multiple platforms more practical.