The Concourse building prides itself on being a “vertical village.” So when Fall starting coming around and things were getting a little chillier we decided to run a campaign to get people excited at all the indoor fun we have. “It’s a Park with a Roof!” was the impetus and from there I had a lot of free rein to flesh it out. I decided to stick pretty close to the original Concourse branding for all of the framing elements to keep it grounded in our aesthetic but I made sure the logo type felt human and warm - perhaps even cartoonishly so! We really wanted to reach out to parents and families in the area and these colors and this style, in general, felt like a great fit.