Homestead Park
-
The Joseph Rowntree Foundation
-
Branding, wayfinding design, website design
-
Homestead Park is York’s first public park and a much-loved green space with real historical and community significance. When the Joseph Rowntree Foundation asked us to rethink the park’s brand, we started by listening. We led public engagement sessions and surveys to understand what regular visitors value most, alongside discovery workshops with the Homestead gardening team and the wider JRF team. It was important that the new identity reflected not just the park itself, but the people who care for it and use it every day.
What came through clearly was a desire for something rooted in nature. A brand that feels in tune with the park’s planting, wildlife and peaceful atmosphere. Accessibility was also a top priority, shaping decisions around colour contrast, typography, tone of voice and the clarity of signage. We went on to redesign the park’s logo and wider brand system, refresh and improve the on-site signage to support better wayfinding, and design and build a new website to bring everything together digitally. The result is a softer, more natural identity that feels at home in its surroundings while making the park more welcoming and accessible to all.
"We have loved working with Dogeatcog. They’re skilled designers, good listeners and really enjoyable to work alongside. They have great creativity, finesse in the execution with a genuine and down to earth approach. The highlight for us was working together to discover exactly what our end goal should look and feel like, with a result that has everyone in the organisation buzzing. A great logo and visual identity, distinctive and characterful, despite working to many different constraints. We’re so happy with how this has come out, and wouldn’t have done it any other way, Dogeatcog were the perfect people for the job!”
— Jai Sandhu, Community Engagement Lead
