Squires & Co

Kaleidoscope Park

Cultivating a vibrant brand for a new-construction park in North Texas.

SERVICES

Brand Identity  /  Collateral  /  Social Presence  /  Website Design  /  Website Development

    Approach

    For the hyped Kaleidoscope Park in Frisco, Texas, Squires&Co designed an identity that conveyed the artistic and botanical aspects of the Park. Using the forms of a leaf to create a butterfly, the logo symbolizes the union of nature and earth. The Park exists within a butterfly migration path and the word “Kaleidoscope” is used to define a group of butterflies. The Park’s centerpiece will be the massive fiber sculpture, Butterfly Rest Stop, by Janet Echelman, that will soar above the Park’s art plaza.

    Renderings by OJB Landscape Architecture

    Beyond the logo, Squires&Co designed internally-editable social templates for Instagram, Facebook and LinkedIn, and a stationery system, which included letterhead, envelopes, business cards and pocket folders. A custom brand pattern was incorporated into collateral in a unique way.

    Templates for Park signage were designed in accordance with the branding established to date, as well as a website for the Park. Through its various stages of development, Squires&Co has designed and developed a landing page, pre-opening website, and is currently developing a post-opening website for the soon-to-open Kaleidoscope Park. For ease of maintenance, the site was built on WordPress to allow the Park to make on-the-fly content updates while maintaining the integrity of the custom design.

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