Park Place, an office park in the heart of Cool Springs, needed an identity that matched the energy and accessibility of the campus. We collaborated with Highwoods to build the brand from the ground up—developing the name, crafting a modern visual identity, and designing a wayfinding system that grows naturally throughout the property. The result is a welcoming, energetic environment that truly feels like the place to be for work or play.

The Park Place name reflects the property’s approachable, energizing character—simple, memorable, and rooted in a sense of destination. The three office buildings in the development were identified as Park North, Park East, and Park West. From there, we built a brand identity that brings clarity and life to the campus experience. Clean typography, a lush palette, and a flexible visual system come together to create a cohesive look that elevates Park Place while remaining welcoming and easy to navigate.

Wayfinding

To guide visitors through the campus, we created a wayfinding system. Custom iconography and a tailored color system identify park features, creating a visual rhythm that’s both functional and intuitive. From entrance monuments to throughout-the-campus markers, each element works together to create a consistent, user-friendly navigation experience that feels right at home within the Park Place environment.