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The Playground

Branding, Collateral, Digital

The Playground is a new hotel in North Park, San Diego. The owners wanted visitors to feel they are part of the environment and culture that make up North park.


With a warm and energetic visual identity, the Playground instills feelings of welcome and discovery, prompting visitors to venture and explore the hidden gems and treasures of the neighborhood.

The logotype was developed through exploration of shapes and forms found in park and playground structures, giving a sense of motion, energy and excitement. Playful shapes continue to be present throughout the visual identity to emphasize the sense of adventure and delight.

A warm color palette utilizing colors from San Diego sunsets and local architecture help add an extra degree of warmth and welcome to help visitors feel at home.