Designed for the people

Riverside Park
A brand built to move.

Client: The City of Rexburg

Riverside Park

Brand System

A young girl in a white dress standing in front of a colorful mural on a city wall, which includes abstract shapes, a fingerprint, a line graph, and the phrase 'America's family community'.

A brand built to move.

Riverside Park needed more than a logo, it needed a system that could hold an entire community's worth of ways to belong. As a multi-venue destination spanning ice, water, and action sports, the park's brand had to work across Rapids, Rink, and Ramps without splintering into three unrelated identities. 

The challenge: build something flexible enough to flex per venue, disciplined enough to still read as one place, and timeless enough to outlast whatever trend comes next.

The Riverside Park logo featuring a stylized green letter R and the text Riverside Park in green and black.


Mission
To build a gathering place where every Rexburg resident — regardless of age, ability, or background — can find movement, memory, and joy.

Vision
A park that belongs to the community. Everyone feels they belong and they know they will have a memorable, fun time.

Brand Promise
This park was built by your community, for your community. You belong here.

Want to ice-skate? Come ice-skate. Don't want to ice-skate? Come watch.

Flowchart illustrating a process starting with a group of people, then colorful geometric shapes and lines, followed by a rectangle and circle, Next a triangle and two overlapping circles, then a pink r with a shape inside, ending with a large pink letter R.


The mark starts with the city itself. The R is derived from Rexburg's own city logo, a form built around family and inclusion, an emblem that says we don't discriminate; we invite.

That choice of starting point does the strategic work before a single sub-brand mark is even drawn. By deriving the park's identity from the city's, the brand makes a quiet but deliberate claim: this park doesn't exist apart from Rexburg; it's an expression of it. Built by this community, funded by this community, belonging to this community. 

The R isn't just a mark. It's a declaration that everyone here already has a stake in this place.

A website display about Riverside Park featuring a family playing soccer, with a search bar, links to home, events, and info, and sections with deals, community videos, and reviews.

The site is built for three things: function, simplicity, and room to grow. Whether you're booking ice time or checking ramp hours, it should feel effortless now and adapt easily as the park expands.


That same flexibility is what shaped the rebrand of Rexburg Rapids.

Colorful logo with a large letter D filled with a water pattern and the words 'Reefus Beaches.
Colorful wristbands with 'Rexburg Rapids' printed on them, displayed both on a flat surface and worn on a person's wrist outside.
A young girl smiling in a colorful swimsuit is swimming in a pool, holding hands with a woman. A man is smiling behind her, assisting and encouraging her in the water.
A young woman standing outdoors smiling, wearing a cream T-shirt with yellow text that says 'REXBURG RAPIDS'; on her left, a person wearing a navy polo shirt with a small blue logo on the chest, against a white background.
Smartphone displaying a social media post with a woman in sunglasses floating in a swimming pool and a yellow overlay with text, partially visible, promoting a 50% discount.

The bright colors and movement continue from print to on the screen. This system allows for freedom, flexibility, and experimentation.

A modern building with glass windows and a sign that reads 'Riverside Rink' with a stylized rink logo, surrounded by a green grass lawn.

If Rexburg Rapids brought the sun, Riverside Rink brings the chill. It's polished enough for competitive skaters, yet friendly enough for a family just there to have fun.

A man helping a young child learn to ice skate at an indoor ice rink. The child is wearing a helmet and winter clothing, while the man is assisting and guiding him. In the background, other skaters are visible. To the right, there is an empty ice rink with a blue wall, netting, and a sign that reads 'Every season is ice season.'
Side-by-side images of a woman wearing a blue polo shirt with a logo on the chest and a young male ice skater with a beanie hat, smiling at the camera at an indoor ice rink.
A smartphone showing an app with a photo of a man and a child in helmets learning to skate, and part of an ice rink with a player, with text promoting game day and skate lessons.

The bright colors and movement continue from print to on the screen. This system allows for freedom, flexibility, and experimentation.

Three panels featuring children and adults ice skating, with large letter overlays and the phrase 'Every season is ice season.' at the bottom. The Riverside Rink logo is in the bottom left corner.
Colorful cards with questions and staff labels, each attached to a lanyard with 'Riverside Park' written on it, laid out on a blue surface.

Staff attire emulates not only the vibrant colors, but the brands core attitudes. Riverside Park values safety and community.

Three separate posters with different background colors (pink, blue, green), each featuring a smiling person or child, with the text 'by the community for the community' and the Riverside Park logo.
Color palette with three color swatches. The top swatch is pink with hex code #E285A6, the middle is blue with hex code #3B7CBD, and the bottom is green with hex code #A6CA54. To the right, the font used is Cal Sans Regular with all lowercase, uppercase letters, and numbers displayed.

The font seen throughout is a friendly sans serif, easy to read and simple.

Colors are vibrant and also not limited to just this color palette. The brand is built to be whatever the community feels and wants it to be, whether its local art or current trends.

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