my portfolio / arboretum arcade

Project Overview

I worked with the local Arboretum in Madison, WI to design a new branding identity that included a logo, signage and advertisements. The project kicked off by creating a new name for the Arboretum. I created the name Arboretum Arcade and then created a new identity for the garden that utilized their natural building, colors and textures.

Once the branding was completed I was then paired with a local Madison artist, Eric Wold. Eric creates whimiscal paintings about his life in the midwest. I worked with the Arboretum Acracde to create a gallery space that would showcase Eric's work. I then design ivitiatons to Eric's opening at the Arobreturm Arcade, as well as gallery guides for visitors that explained Eric's work for his show titled Transgenesis.

My Role

I worked as the designer behind the new Arbortuem Arcade branding. I designed the logo, advertisements and signage for the venue. I then served as the gallery coordinator for Eric's show and designed the printed pormotional materials.

Tools

• Adobe Illustrator
• Adobe Photoshop
• Adobe InDesign

Pulling inspritation from the Arboretum's welcome center, foliage and textures, I designed a new idtenity for the Maidson garden. First, I changed the name of the garden to the Arboretum Arcade. Then I created a new logo for the garden that would live on building, signage and promotional advertisements.

The Logo

The logo was inspired by the garden's trees and the stained glass in the Arboretum's welcome center. The logo uses the following design asethics:

• Hidden As to represent Arboretum Arcade
• Angular lines to match the stained glass design
• Green foliage texture

Once the logo was created I designed a series of new signage for the garden to promote the new identity. We created a new sign for the front of the welcome center, as well as a sign for the street entrance.

Then I created promotial advertisements that would be placed around Madison, WI to encourage people to visit the Arboreturm Arcade.