brooklyn bridge park

proposed branding

An SVA MFAD Project

Built on 85 acres of industrial waterfront, Brooklyn Bridge Park is a recreational, environmental and cultural destination enjoyed by the residents of, and visitors to New York City. 

This concept uses custom typography for its wordmark and display communication, which acts as the central and unifying aspect of its identity. Dynamic and modular, the system is comprised of many smaller parts- reflective of the complex and cooperative architecture of not only the Brooklyn Bridge, but of the park itself, and the community that surrounds it. This kit of parts can be used in various ways to service the many personalities of the park and its audience, always maintaining its own unique architecture.  

The challenge was to bring joy, celebration and personality to the identity of the park, as well as build a system that could scale up or down based on the various use cases.