Waterloo Greenway

Waterloo Greenway (formerly Waller Creek) is a 1.5 mile park system covering 35 acres of connected green space in the heart of Austin, Texas. It is an iconic and flourishing chain of public parks, comprised of walking and biking trails, playscapes, open green spaces, and a healthy creek, enlivened by Austin’s diverse and vibrant community.

With a brand strategy that positions Waterloo Greenway as wonderland of nature and culture, the new identity shifts the perspective of how the city views and uses its shared green spaces, communicating infinite possibilities for the Austin community by connecting people to nature, art, culture — and to each other.

Representing both the place itself and the organization, via a series of visual tools to communicate to the conservancy and its donors, the public at large, and be applied to a series of diverse programming the park offers. Charming, friendly and inclusive to both visitors and locals, the identity captures a place that welcomes the vibrant communities and vivacious arts and culture scene of Austin, Texas.