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Bloom Together: Spring Garden Festival - Central Park Conservancy Campaign

Campaign Rollout

Bloom Together is a conceptual seasonal campaign developed for a large public park hosting a festival titled, Spring Garden Festival. The event welcomes in a new season of spring while also celebrating native plant life, environmental stewardship, and community engagement through educational workshops, volunteer programming, and family-friendly activities.

This project explores how a cohesive visual system can support a public-facing event, made For All, while still maintaining the core visual and ethical components that make the Central Park Conservancy...the Central Park Conservancy.

I developed this mock rollout, taking into consideration what I could find on the Central Park Conservancy’s brand guidelines, to execute a brand-aligned campaign that visually and ethically reflects the Conservancy’s mission and visual standards.

Upon research and observation, I noticed that typography is a key component to the Central Park Conservancy’s visual identity, particularly identifying Gotham Condensed Black as the primary font. I incorporated that font into the campaign assets, ensuring that the Conservancy’s clean and minimal style was executed throughout-- from the event flyer (on the right) to the event signage, program one-pager, and volunteer lanyard (down below).

But perhaps my favorite element of this campaign has to be the integration of the Central Park Conservancy’s official seasonal pattern developed by design studio, Pentagram. Immediately, I saw the pattern as a “shout-out” to the Ishihara Test--better known as the Color Blindness Test.

Since I didn’t have access to the Conservancy’s official brand asset files, I used Photoshop to capture a “pattern” of the spring seasonal pattern color palette, a choice made based off the mock event’s spring date. From there, I filled-in a circle shape in Photoshop with the pattern and added an isolated tulip image on top. After some blending, I brought the piece into Illustrator where I could breakdown the image into vectorized layers, allowing me to fully accomplish the Ishihara Test illusion. Weaving in the summer seasonal pattern color palette, found on Pentagram, I completed the campaign’s main graphic carrying that throughout the majority of the assets.

Lastly, I developed event signage indicating where specific “workshops” would be held throughout Central Park. The signage included typography as the main element with accompanying simple vector illustration, made in Illustrator, on the bottom right corner.