Challenge The Mercer County Department of Planning was charged with creating a cohesive recreation area of over 2,000 acres including the extensive marshes and bluffs surrounding Abbott Farm, a National Historic Landmark and archaeological site, south of Trenton, New Jersey. The objective was to create a single brand or identity that would satisfy a range of stakeholders, be acceptable to various juristictions and, most importantly, become known to a larger regional population as a place for adventure, fun, recreation and discovery.
Solution Russell Design, in collaboration with Stantec, assisted in the naming of the site and branded it with a logo evocative of the Abbott experience. Working with historians, planners, environmentalists and park employees, we created a wayfinding and signage program to supplement existing site identification as a signatory component as well as a new element that provides space for interpretive, directionals and/or regulatory content. From humble starts of interpretive plans and planning briefs to the construction of a new educational center, the area is finally being recognized as a place of inspiration and study for both ecology and the long history of habitation from native cultures to early European settlers.