River Park | Brand Launch and Marketing Strategy

River Park was created as a new community destination for families, requiring a brand and marketing strategy that could evolve alongside an unpredictable construction timeline. I developed the park's visual identity, with the original logo and branding drawing inspiration from the MOVE initiative's color palette and architectural design to create a seamless connection between the space and the broader RiverGlen campus.

Beyond the brand identity, I led the park's marketing strategy from launch through ongoing promotion. I designed the website landing page, created staff apparel, established the park's social media presence, developed a capacity-tracking application for families, and continually adapted communication plans as construction schedules shifted and the grand opening timeline changed.

To build awareness, I coordinated a partnership with a local family-focused influencer whose audience exceeded 80,000 followers. The collaboration generated significant early momentum, helping River Park gain more than 1,500 Facebook followers in just two days while introducing the new space to thousands of local families.