Lake Bridge Park

The project imagines a visual identity for a large urban green space in Coimbra, Portugal, built around a network of lakes connected by more than 20 bridges. Marketing Orchestra developed the full brand identity, including logo design, typography, colour palette, and graphic elements, united by the central concept of connecting people with nature.

Project Details

Lake Bridge Park is a concept for an urban park in Coimbra, Portugal: a green oasis designed to offer city residents and visitors a refuge from urban life. The park’s defining characteristic is its landscape of interconnected lakes, spanned by more than 20 bridges. Beyond its natural setting, the park accommodates a wide range of activities, from cycling and skating to open-air cinema, concerts, cafés, and water sports, making it a destination for people of all ages and interests.

Marketing Orchestra developed this project as a self-initiated creative exercise, exploring how a brand identity can translate a place’s spirit into a cohesive visual language. The central strategic idea was straightforward: the bridge is not just a physical feature of the park, it is a metaphor for the relationship between people and nature. Every element of the identity was built outward from that idea.

The result is a visual system that feels warm, open, and gently playful. The colour palette and photographic direction evoke calm and comfort, reflecting the restorative experience the park offers. Typography was selected for its character as much as its legibility: specific letterforms in the chosen font carry a lightness and openness that reinforces the brand’s personality without overstating it.

The logo brings the concept into its sharpest form. A custom symbol, designed to suggest the arc of a bridge, is divided into distinct segments that simultaneously reference the park’s many bridges and the variety of activities available within it. Paired with the wordmark, the logo communicates connection, movement, and natural harmony in a single, considered mark.

About the client

Lake Bridge Park is a self-initiated concept project by Marketing Orchestra. It imagines a large urban park in Coimbra, Portugal, characterised by a network of lakes and more than 20 bridges. The concept park serves city residents and tourists seeking outdoor recreation, relaxation, and connection with nature, offering facilities ranging from water sports and cycling to open-air cinema and live concerts.

Project completed: 2020

Client location: Portugal

Project Goals

For this concept project, Marketing Orchestra set out to achieve the following:

Develop a complete visual identity for an urban park concept that communicates its unique natural character

Establish a brand strategy rooted in a single, clear idea: the bridge as a symbol of connection between people and nature

Design a logo that is both conceptually meaningful and visually distinctive

Create a cohesive visual system, including typography, colour, and graphic elements, that evokes warmth, calm, and light playfulness

Demonstrate how strategic brand thinking can translate a physical space into an emotional experience

What we did

To bring this concept to life, Marketing Orchestra delivered the following:

Developed a brand strategy centred on the concept of connection between people and nature

Designed a custom logo comprising a bridge-inspired symbol and a carefully selected wordmark

Selected typography chosen for its playful, open character, with specific letterforms reinforcing the brand personality

Defined a colour palette and graphic language to create warmth, positivity, and visual consistency

Produced a complete visual identity system applicable across signage, communications, and brand materials

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