Louisville Parks & Rec

Overview: What started as a real-world logo redesign at BCH Agency evolved into a full brand reimagining for Louisville Parks & Recreation.

Process: The goal was to represent both nature and community. The final mark merges a tree ring with a thumbprint, symbolizing the connection between place and people. To unify the department’s many parks and programs, I created a system of interlocking, collectible-style graphics that come together as one cohesive brand.

Outcome: A modernized identity system that reflects the city, its parks, and the people who shape them.