Waterloo Greenway Wild posting

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

Waterloo Greenway is 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 members of the Austin community to develop a new brand that reflected the history and vibrancy of the city.

Aerial view of Waterloo Greenway
Courtesy of Waterloo Greenway
Phases of construction for Waterloo Greenway
People gathered outdoors for a stakeholder engagement event for Waterloo Greenway

BMD created a brand strategy that positions Waterloo Greenway as a wonderland of nature and culture. The new name and identity represent both the place itself and the conservancy. This multiplicity demanded a dynamic and flexible system that can communicate in a variety of ways.

Waterloo Greenway logo

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 visitor information on the diverse programming the park system offers. The visual identity is charming, friendly and inclusive to both out-of-towners and those who call Austin home. 


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.

Waterloo Greenway brochures
Artwork featuring shapes developed for Waterloo Greenway
Waterloo Greenway social posts
“Our new brand recognizes the evolution from an ambitious idea to a wondrous destination.”
Peter Mullan, Waterloo Greenway CEO
Women and boy painting Waterloo greenway shapes
Display of Waterloo Greenway shirts

BMD extended the brand to a comprehensive signage system for the entire creek and implemented it for the first park to open publicly, Waterloo Park. The new brand has also been applied to various communications materials, merchandise and donor collateral. 


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. 

Waterloo Greenway Map signage
Kitty King Powel Lawn Signage
Signage for Meredith Heritage Tree Deck
Wayfinding at Waterloo Greenway
Donor Signage at Moody Amphitheater
Speakers are Waterloo greenway brand reveal event
Video: Jesus Garcia
Next Project ASICS Tiger