Wayne County Parks, located in Michigan’s most populous county, serves over 1.8 million residents and visitors annually across its 11 primary parks, spanning more than 5,600 acres. With unique programming such as Mud Day, Lightfest, and Native American Heritage Day, as well as extensive recreational opportunities including trails, wetlands, and athletic fields, the parks play a vital role in community engagement and environmental preservation.
Despite its wide reach and valuable offerings, Wayne County Parks faced significant branding and communication challenges. Residents were often unaware that these parks and events were part of the county system, leading to a lack of recognition and potential issues with public funding support. Additionally, outdated and inconsistent signage contributed to navigation difficulties, diminishing the overall visitor experience.
Guide Studio was engaged to rebrand Wayne County Parks as a vibrant urban park system that connects communities, promotes recreation, and enhances the quality of life for residents. Through stakeholder engagement and research, a new brand identity was developed, centering around the theme of “Enrich & Connect the Community.” This included the creation of a dynamic logo that visually represents nature, community, and vitality, as well as a consistent brand voice and messaging framework to guide communication efforts.
A critical component of the rebranding effort was the development of a comprehensive signage and wayfinding system. The new sign program introduced a cohesive family of signs, including gateway markers, trail signage, regulatory signs, and informational displays. These signs were designed to be visually appealing, universally recognizable, and ADA-compliant, ensuring accessibility for all park visitors. The implementation began with the installation of 80 signs at Hines Park, a popular recreation area, with plans for future phases to maintain the theme of civic connectivity.
The revitalized Wayne County Parks brand has strengthened the park system’s identity, reinforcing its role as an essential community asset. By enhancing brand consistency, improving wayfinding, and effectively communicating its offerings, Wayne County Parks is now better positioned to engage visitors, attract partners, and secure future funding support.
