Branding and Marketing | FloatLab

Project Background

The FloatLab project emerged as an extraordinary cross-sector partnership uniting the realms of arts and science to create a space for learning, healing, and creativity. Designed to offer visitors a transformative experience with the Schuylkill River and its ecology, FloatLab provides an eye-level view of the river, fostering a reconnection between Philadelphians and their natural environment. This visionary initiative resulted from a collaborative effort between Bartram’s Garden and Philadelphia Mural Arts, two influential organizations with a shared goal to enrich the community. The architectural brilliance behind FloatLab was brought to life by the renowned firm Höweler + Yoon, establishing a seamless fusion of art, nature, and community engagement that speaks to the heart of their vision.

About the Project

Creative Repute played a pivotal role in establishing the FloatLab’s brand identity by weaving together a distinctive and cohesive brand image, encompassing logo design, a comprehensive style guide, and a strategic marketing and promotion strategy. Delving deep into market research and audience insights, our team crafted a brand voice that resonated profoundly with the Southwest Philly community, educators, and Bartram’s Garden visitors. Our strategic approach ensured the seamless integration of the FloatLab brand across multiple platforms, forging its path as a space dedicated to learning, healing, and creativity.

Our Approach

The FloatLab project’s journey began with an immersive Discovery phase, where we conducted an extensive Brand Audit and engaged in a Project Kickoff meeting with FloatLab’s project management and design teams to understand their objectives. Armed with this knowledge, we carried out meticulous research to gain insights into the target audience and their preferences. In the Marketing & Promotion Strategy phase, we delved into industry trends and harnessed the power of analytics to identify audience demographics, interests, locations, and behavior. This data-driven approach enabled us to craft a customized marketing strategy tailored to resonate deeply with the Southwest Philly community, families, educators, and frequent Bartram’s Garden visitors. The Market Research Report proved invaluable in shaping our design and marketing decisions.

The Style Guide and Logo Design phase witnessed the birth of an iconic logo inspired by the FloatLab structure itself. In this phase, Creative Repute brought an unparalleled level of creativity to the FloatLab project. This remarkable logo seamlessly captures the essence of the project, becoming a visual embodiment of its core values and mission. 

Taking innovation a step further, Creative Repute crafted a custom font exclusively for FloatLab, with each letter “O” mirroring the structure’s shape—an artistic and symbolic marvel that harmoniously unites creativity with functionality.

Through our expertise and imaginative vision, Creative Repute’s design team ensured that the FloatLab brand exudes authenticity, creativity, and a lasting impression on all who encounter it.

The Challenges

The FloatLab project presented several unique challenges that required a strategic and adaptable approach. As a collaborative effort between Bartram’s Garden, Philadelphia Mural Arts and Höweler+Yoon, Creative Repute had to navigate the complexities of working with multiple stakeholders. Each organization brought its own distinct vision and objectives to the table, necessitating open communication, active listening, and the ability to harmonize diverse perspectives.

Furthermore, the project involved addressing a wide range of target audiences, including the Southwest Philly community, families, educators, and frequent visitors of Bartram’s Garden. Understanding the varying needs, preferences, and interests of these groups was paramount to developing a brand identity that would resonate with each audience.

Additionally, as FloatLab bridged the realms of arts and science, Creative Repute faced the challenge of striking the perfect balance between creativity and functionality. The logo and style guide needed to embody the spirit of the FloatLab structure while effectively conveying its mission of learning, healing, and creativity.

Another aspect that required careful consideration was maintaining consistency throughout the brand’s implementation across various mediums, from digital to print. The custom typography played an instrumental role in creating a lasting and impactful brand signature, requiring meticulous attention to detail and artistic finesse.

Despite these challenges, Creative Repute embraced each obstacle as an opportunity for innovation and growth. By fostering a collaborative and dynamic working relationship with all stakeholders and drawing on our expertise in market research, design, and branding, we navigated these challenges with aplomb, ultimately delivering a brand identity that exceeded expectations and captivated imaginations.

The Outcome

The final deliverables included the following:

Logo

Style Guide

SEO Keyword Research

Market Strategy Report

User Personas

Market Research

A custom font for the project’s brand

The FloatLab brand guideline is a comprehensive masterpiece, eloquently defining the brand voice and message to forge a profound connection with the target audience. The style guide empowers consistency and memorability through clear examples of logo placement, photos, and guidelines for imagery. The custom and distinctive typography takes center stage, carefully curated fonts and a thoughtfully crafted design hierarchy unite to create a seamless and cohesive visual identity. The color palette, reflecting the vibrant shades of the actual structure, evokes warmth, trust, and positive emotions while ensuring accessibility for visually impaired audiences.

Equipped with this powerful brand guideline and a memorable logo, FloatLab now possesses a compelling identity that resonates with its target audience and effectively reflects its mission across all platforms. The comprehensive style guide empowers the FloatLab team to consistently implement the brand, fostering a strong and recognizable presence in the community and beyond. This triumphant partnership between Creative Repute, Bartram’s Garden, Philadelphia Mural Arts, and Höweler + Yoon is a testament to the transformative power of creativity, nature, and collaboration in creating a space that fosters learning, healing, and creativity for all.