Span, a superb design studio based in Chicago, has completed an exceptional branding strategy for the South Side Sanctuary Park situated in the Bronzeville district. This area, known for its rich cultural history yet marked by past economic struggles due to racial discrimination, is now donning a new look of inclusivity and prosperity.
All thanks to Span’s unique design strategy, which melds Bronzeville’s rich heritage with a modern perspective. Signs, park facilities, and promotional arenas now sport distinct symbols derived from Bronzeville’s history, thus stoking a revival of local pride and community participation.
Significant strides towards greenery and sustainability in Chicago have been made viable by Mayor Brandon Johnson’s Public Outdoor Plaza program. These facilitated the development of many community parks and civic spaces, witnessed the introduction of bike lanes and other pedestrian-friendly facilities, and even saw the flourishing of arts and culture across the city.
South Side Sanctuary Park has benefited immensely from these efforts, with key support from the Nascent Group and a charity group called Black Girls Shred. A once vacant intersection has now been transformed into a bustling hub for skateboarding and leisure activities, fostering a vibrant community spirit.
A noteworthy figure behind this branding drive is Span’s Nick Adam, known for his deep connection with the local community and park initiator, Cecilia Cuff.
Span’s branding boosts Bronzeville’s heritage park
His comprehensive approach to branding and innate understanding of local culture resulted in a narrative that beautifully encapsulates the essence of the park, fostering a strong connection with the community’s heritage.
A year prior to the park’s grand opening, the park’s visual identity was revealed. Span held community outreach programs and significant fundraising campaigns, gathering necessary resources for the park’s transformation and building a strong bond with the local populace.
The design team incorporated elements of Bronzeville’s historic significance and paid homage to renowned figures and transformative movements in Blues, Jazz, Gospel, and civil rights activism. The resultant branding strategy shapes a unique narrative for the park, celebrating Bronzeville’s vibrant past and envisioning an exciting future.
Span created a distinct logo to reflect the park and its community ethos. This logo harmoniously blends with the park’s architectural aesthetic, featuring local elements including custom uppercase stencil letters designed by local artist Apache Wakefield. The logo’s colors are inspired by the park’s natural hues at sundown, while stencil letters represent the park’s commitment to recycling. This unique blend forms a visual identity that mirrors the park’s vibrant and creative spirit.
