Looking to preserve and enhance San Francisco’s celebrated eclectic gathering spot, Dolores Park Works needed a way to communicate to an extremely diverse group of patrons—public, civic and private.
When asked about Dolores Park, everyone has a strong opinion. This is their place to see movies, drink wine, meet friends, and even belly dance (we have heard). When approaching the brand, we knew that the conversation about conservation would end before it began if we came across as preachy or corporate.
The resulting brand identity brings the letterforms of the DPW monogram to life with a colorful character tasked with leading these conversations about the park. The tone and delivery encourages visitors to be responsible and involved on their own will, the icon indicates meeting places for trash pick up days, dog socials, and pancake parties to name a few.
A colorful campaign of posters and materials were designed to get the public’s attention even outside the park. Everything from equipment boxes, to trash pick up bags to T-Shirts featured the character prominently delivering some sort of positive message.