Cultivating Community: Identity for The Greenhouse Project

Context & Strategy

The Greenhouse Project aimed to transform a historic greenhouse site into a permanent, productive, public space in San Francisco's Portola District. They needed to shift from years of quiet advocacy to public fundraising, requiring an identity that could inspire confidence in donors while remaining inviting to community partners.

We developed a strategy that balanced sophistication with accessibility, grounding the project's optimistic vision in its rich historical context.

Design Process

Our exploration began with the relationship between typography and growth. Working with Mrs. Eaves' natural stem-like geometries, we discovered a ligature between two consecutive 'e's that could branch outward—creating a poetic reference to green space while serving as a flexible framework for different contexts.

The final direction pairs this adaptive logo system with a paper cut-out illustration style inspired by vegetables, fruits, flowers, and insects, creating a visual language that feels both grounded and forward-looking.

Visual System

The identity pairs bold GT Walsheim headlines with organic Panama italics, complemented by a series of abstract botanical forms rendered as colorful and gradient-filled illustrations. A key typographic detail—the ligature between two 'e's in "Greenhouse"—becomes a metaphor for growth and connection.

The website transforms these elements into an immersive digital experience, using thoughtful scroll interactions and subtle photographic blur effects to create meaningful pauses in the storytelling. Both digital and print applications balance institutional credibility with grassroots energy—crucial for materials aimed at both major donors and community stakeholders.

Impact

The brand system has helped The Greenhouse Project transition into their public phase, effectively communicating their vision to donors and partners while maintaining deep connections to community stakeholders. The identity supports their capital campaign through materials that inspire confidence while inviting broad participation in their vision.