The Parks Alliance of Indianapolis

Rebranding a Partner for City Parks

A city is only as great as it’s public spaces.

The Parks Alliance of Indianapolis raises and sustains support for public parks, trails, and urban farms. The organization was previously called the Indianapolis Parks Foundation, a name that had grown stale and stuffy — and was no longer a fit for its “open spaces, open minds” mantra. To inspire others to fight and fundraise for parks and green space, we guided a renaming process, a revamp of all brand visuals (logo, palettes, icons) and merchandise, and a web experience focused on fun, hope, and the transformative power of parks.