Bruce Mau Design

Think you know what a park is? Think again.

Waterloo Greenway: Think you know what a park is? Think again.

Waterloo Greenway (formerly Waller Creek) is a 1.5 mile park system covering 35 acres of connected green space in the heart of Austin, Texas. It is a chain of public parks, comprised of walking and biking trails, playscapes, open green spaces, and a healthy creek, enlivened by Austin’s diverse and vibrant community. BMD worked with the Waterloo Greenway Conservancy, as well as with members of the Austin community, to develop a new brand that reflected the history and vibrancy of the city.

BMD created a brand strategy that positions Waterloo Greenway as a wonderland of nature and culture. The new brand shifts the perspective of how the city views and uses its shared green spaces, communicating infinite possibilities for the Austin community by connecting people to nature, art, culture — and to each other.

The new name and brand identity represent both the place itself and the organization. This multiplicity demanded a dynamic and flexible system that can communicate in a variety of ways. BMD built the system by creating a series of visual tools that can be mixed and matched to suit the occasion and the audience—from donor communications to the diverse programming the park system offers. The visual identity is charming, friendly and inclusive to both visitors and those who call Austin home.

The new Waterloo Greenway identity has been applied to various marketing materials and signage, as well as merchandise and donor collateral.

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Up until now, our vision was aspirational; it was a concept, a collection of places and ideas, and it lacked a name to unify it. Now, it is tangible — something we can live, feel, and experience together. Our new brand recognizes the evolution from an ambitious idea to a wondrous destination that will be beloved by all Austinites.

Peter Mullan, Waterloo Greenway CEO

Referencing physical structures, natural elements and diverse experiences within the park, a family of illustrations were crafted to be welcoming, open to interpretation, elegantly naive and filled with energy.

Bruce Mau Design

Our goal in creating this new identity was to embody the vibrancy of the local community, the playfulness of the park’s energy, and the diversity of experiences that will be shared here.

Bruce Mau Design