Grayslake Village Center – Visual Identity

 

Project Overview

The Grayslake Village Center brand was designed to balance a modern, energetic identity with references to the city’s history and architecture. Drawing inspiration from the triangular rooflines found on local buildings and the city flag, we developed a logo and visual system anchored in this shape. The triangle extends into patterns and wayfinding elements, while a refreshed green palette introduces a brighter, contemporary tone that stays true to Grayslake’s character.

 

Deliverables

Visual Identity (Logo, Tagline, Colors, Fonts, Visual Assets), Brand Guidelines, Exterior Signage, Digital Icon Set, Social Feed Mood

 

 

Extended Impact

From the Village Center identity, a complementary initiative was developed to support Grayslake’s commitment to sustainability. We created a badge and identity for local sustainable businesses, designed as a small vinyl sticker displayed in storefront windows.

 

This badge not only reinforces the Village Center’s visual language, but also builds community pride and visibility for businesses meeting sustainability criteria—strengthening the connection between modern branding, local values, and long-term growth.