TTF Watershed Identity
Overview.
The Tookany/Tacony-Frankford Watershed Partnership, Inc. (TTF Watershed) is a non-profit organization that uses hands-on education, stewardship, restoration, and advocacy to improve the waterways, parks, and trails of Philadelphia. They offer a wide range of programs, including: bird watching, historical walks, children’s education, and block parties.
Project.
Following the development and great success of the last two Annual Reports, our team decided to extend a special offer to TTF Watershed. We approached the organization with the opportunity of updating their logo and identity system to better capture their advocacy, welcoming environment, and restoration efforts. Our main challenge for this brand refresh was to not only include the organization’s multiple facets, but to introduce a versatile orientation that would allow the brand to be resized for any medium.
Team.
Design – Kelly Nichols
Direction – Jenn Richey-Nicholas, Kelly Nichols
Agency – Pixel Parlor
Having already been familiar with the brand and its practices, we jumped directly into breaking the organization into key features that would be highlighted in the final logo. Using our previous visioning session as a guide, we decided that the main focus of the logo would be the organization’s aspects of watershed, community, and nature.
These core focuses resulted in a playful iconographic logo that features humans interacting directly with the wildlife and stream at Tacony Creek Park. This identity was additionally developed with assets that could be used as singular brand elements, patterns, and subsections to the brand.
