Brand Refresh
In 2025, I oversaw a comprehensive rebrand for Washington Park, leading the execution of updated identity elements across every visitor touchpoint. I managed the work of contracted designers, photographers, videographers, copywriters, and editors to bring the refreshed brand to life and help make Washington Park instantly recognizable. From updating signage, digital materials, and shuttle buses to rebranding banners, information kiosks, and wayfinding systems, I ensured a consistent, polished presence to help visitors find and experience the Park with confidence.
Putting the Park on the Map
I led the year-long redesign of Washington Park’s official map, collaborating closely with a contracted designer and institutional partners to create a visitor-friendly resource that met the unique needs of each destination within the Park. Balancing clarity, accuracy, and brand consistency, we worked through rounds of stakeholder feedback to ensure the final product served both functional wayfinding needs and visual storytelling goals.
Additionally, I organized the map’s language translations and distribution across Portland hotels, visitor centers, and PDX, as well as large installations throughout Washington Park.
Turning a Bus Into a Brand Experience
As part of our larger brand refresh, I also led the redesign of the Washington Park Free Shuttle experience, from the bus wrap to stop poles, route maps, driver uniforms, and even an audio tour that played for passengers en route. I worked with designers, creators, and Park leaders to ensure every detail reflected our new brand standards while staying clear and functional for visitors. Coordinating with the shuttle team and partner institutions, we delivered a cohesive, easy-to-navigate transit experience that mirrors the quality and care of the Park.
Designing the Digital Front Door
On the digital side, I worked with a developer to reskin our website, updating fonts, colors, and imagery for a cleaner, more cohesive experience. I also directed four seasonal photo shoots and refreshed our social media presence and email marketing by incorporating branded emblems, logos, and messaging, ensuring every digital touchpoint reflected the visual and strategic consistency of the brand.
