Adelaide Park Lands Association

A grassroots, volunteer organisation, Adelaide Park Lands Association (formerly Adelaide Park Lands Preservation Association) needed a welcoming and inclusive brand to support their new name and shake off any negative connotations associated with the old brand. It had to capture the essence of what they do and convey the core themes that underpin all that APA do: Explore, Inspire, Protect, Restore. The brand had to demonstrate to the broader public the important work they do and attract a younger demographic to ensure the vision of APA is upheld for future generations.

After extensive community and member consultation we developed a brand strategy that focussed on a collective shared love of the Adelaide Park Lands. Conceptually, the logo takes it’s visual cues from the shape of the Adelaide Park Lands. This shape has been reflected and overlapped to form a heart which simply represents the underlying philosophy and passion of APA. A series of sub-brands were developed to promote special projects, art prize, guided walks and events. The colour palettes are inspired by the ever changing natural environments of the Adelaide Park Lands.

Brand Strategy 
Brand Identity Design
Branding Programme