Our friends at Parkway Council were looking for a revitalization of The Oval — Philadelphia’s long-running summer pop-up at Eakin’s Oval in front of the historic Philadelphia Museum of Art. The previous identity had long run its course and the team was ready for a fresh coat of paint.

 

We set out to create a fun, flexible identity that could work for the diverse set of programming in the park’s current form, but also nod to the future vision of the park — transforming The Oval into a proper outdoor community retreat and connecting it to the green space along the Ben Franklin Parkway. The system included various templates for social posts and signage throughout the park.