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Presidio Park rebrand references classic US national park posters

Design Week

San Francisco-based creative agency MacKenzie has rebranded national park site Presidio, which includes a new logo inspired by vintage signs and WPA (Works Progress Administration) posters. The WPA scheme, which ran from 1935-43 employed 8.5 million people on state projects, many of which were communicated through posters.

Agency 77
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Photographing mothers who live in fear of losing their sons

Creative Boom

Untitled 13, Groveland Park, IL A collection of photographs of mothers reflects on the idea of absence and the issues of grief, trauma and healing in the US' African American community today. The decision to reference it in this photography series is deliberate, given its themes of Black motherhood and manhood.

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Two Deserts: From Form's latest exhibition traces the changing shape of the Californian desert

Creative Boom

In fact, the title of the film itself is a reference to his oft-quoted debut editorial, where he opines that "There Art Two Deserts," one a grim desolate wasteland, the other the real desert with hidden gifts that pass by the superficial observer. But where does reality end and imagination begin in a landscape of false perspective?"

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Adventures In A-EYE: An eyewear campaign with AI-generated models

Creative Boom

While most of us are already sick to death of hearing about everything AI – and there's far from been a dearth of creative projects exploring the possibilities of ChatGPT et al., It opened us to new ideas – how else can we create a super imaginative, powerful campaign?" Being curious and uncomfortable pushed us to take more risks.

Agency 499
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Homebird: Ewa Smyk's beautiful hand-painted film depicts the power of self-belief

Creative Boom

"It was therefore important to me to include references to that specific place, which was crucial in shaping my personal, cultural, and artistic identity," Ewa tells Creative Boom. "I It's a beautiful combination that perfectly embodies that inevitable homesickness we might get when we've left somewhere so important to us.

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Switchboard LGBTQIA+ support line gets a 50th anniversary rebrand

Creative Boom

The new visual identity references Switchboard's archives, drawing inspiration from 50 years' worth of materials hosted at Bishopsgate Institute in London. Anna Barton, senior designer at Nice and Serious, adds: "Focusing on the speech marks allowed us to design the new canvas for conversation while honouring Switchboard's history.

Brand 374
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Wolff Olins completes major brand refresh for New York's world-famous Botanical Gardens

Creative Boom

As a starting point to encapsulate the institution, the agency created a singular idea for the brand: 'Do right by nature' – a reference to studying nature, protecting it, learning from it and enjoying it. A call to action, spotlighting the leading work of NYBG and acknowledging the active role of nature itself.

Brand 502