Chastain Horse Park

Lead Brand Designer, SCAD SERVE Collaboration

I had the honor of serving as the lead brand designer for the SCAD SERVE collaboration with Chastain Horse Park—a multidisciplinary project focused on creating a more inclusive and impactful experience for the community.

Chastain is home to a therapeutic riding center, stables, a riding school, and an event space, all working together to serve individuals of all abilities. Our mission was to create a cohesive brand identity that not only reflected this purpose but also made the park easier to navigate and connect with.

Under the guidance of Professor Craig Stehle and in collaboration with an incredible team, I developed the full visual identity system. This included a new logo, structured sub-branding, a color-coded wayfinding system, a custom icon set, and a series of interpretive signs—one of which was produced as a full-scale model based on my signage design.

The project was shaped through on-site research and close collaboration with the Chastain team, giving us direct insight into how the brand could support real user needs. I also contributed to implementation tools, including detailed mockups and a brand guideline book designed to keep the system consistent and adaptable for future use.

I presented our work during both the midpoint review and the final SCAD FASH showcase, where we shared how branding, marketing, assistive tech, and wayfinding came together to create a more accessible and welcoming Chastain.

This project reflects what I value most in design—clarity, empathy, and impact.