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Quality of Place

Branding & Webdesign

The Midland Quality of Place Conservancy came to Padrón & Co. to create and develop their inaugural brand. The conservancy's goal is to provide green spaces for the ever-growing population of Midland, TX and the Permian Basin area, starting with their first project, Hogan Park. The architectural background of the Campaign Committee, as well as their intention to showcase the beauty of the area and their park goals informed the design and direction of this project. I was given the opportunity to pitch multiple design ideas for their new logo and was then given the opportunity to develop their whole brand and design their website..


• Adobe Illustrator

• Wordpress + Elementor


Logo & Color Scheme

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While the Campaign Committee gave suggestions for style (particularly citing the logo of one of the committee member's social media campaign, Nothing to do in Midland ), there was a lot of room for development and exploration. After a lot of back-and-forth on variations presented, the Committee fell in love with a logo that had a hint of Frank Lloyd Wright flair and an additional logo specifically intended to be paired with the Nothing to do in Midland logo.

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Final Website

The way I pitched the homepage was that each section would be full-screen and almost present like a slideshow when you click the arrow int he bottom-right corner. This would allow the site design to not feel overwhelming and create a nice composition for each section.

After presenting the initial homepage mockup, the Campaign Committee gave us full approval to move forward with the website build and to create further pages on the site.

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One of the key features of the site was the intent to showcase large images of the renderings of their first project, Hogan Park, with the intention to include real photographs of the location once it is built. The style lets the images be the focus of attention and main source of color on the pages.


Brand Collateral

Even before the website was finished, I created some other branded materials, including a letterhead, powerpoint presentation, an invitation to a corporate event, and suggestions for their Instagram page and social media. Because of how new the Conservancy was, they didn't have a need for business cards or other promotional material at the time.

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