The Woods
BRAND IDENTITY, VISUAL IDENTITY, PACKAGING, ILLUSTRATION, CONTENT CREATION, ANIMATED INTRO REEL.
The Challenge
As the first-of-its-kind container entertainment park in Lake City, Florida, The Woods needed a brand identity that could capture the spirit of year-round events, diverse audiences, and an ever-evolving entertainment experience. With no direct competition in the area (the closest comparable experience being a Dave & Buster’s two hours away), the brand needed to balance modern appeal with small-town inclusivity — creating a visual identity that felt welcoming to all ages and backgrounds, while still standing out as fresh, exciting, and innovative.
The Solution
The founders and I worked to position The Woods as the go-to community entertainment hub, blending live music, family-friendly events, and nightlife into a flexible brand system designed to resonate with locals of all ages. The visual identity balances modern energy with small-town charm, ensuring it feels fresh and exciting while still welcoming to families, teens, and adults alike.
This versatile system extends environmental graphics, signage, social content, and event materials, creating a seamless brand presence — whether guests are exploring the park, attending a concert, or discovering The Woods online.
An abstract sunset/sunrise symbolizes innovation and creativity, with a hidden 'W' and 'M' for The Woods Members VIP club.
'The' inside the 'O' represents the all-inclusive experience of the container park.
This visual identity honors the history of Lake City while embracing a fresh, innovative vibe. This approach was a priority to appeal to both local residents and younger audiences traveling from nearby cities for entertainment.
A key aspect of this project was developing a line of merchandise. The goal was to design products that are timeless and versatile, encouraging people to reuse these items and keep The Woods in mind each time they do.
The Final Impact
The Woods identity establishes a fresh, first-of-its-kind destination brand for Lake City, combining community connection, modern design, and versatile storytelling into a cohesive visual experience. By blending playful yet polished design with subtle symbolic layers, the brand invites visitors to explore, connect, and engage — both at the park and online.
