A Portland-based urban design initiative needed a brand and website to support the second iteration of its micro-park system. Through Brand Strategy, Brand Identity, and Website Design, we helped position Stay on the Grass as a leader in urban greening and community-driven placemaking.
Portland, Oregon
Brand Identity, Website Design & Development
July 2025
Stay on the Grass is a Portland, Oregon-based initiative focused on transforming underutilized urban surfaces into functional green micro-parks. Born during the COVID-19 pandemic, the concept emerged from a desire to bring accessible greenspace into dense urban environments, turning overlooked pavement into spaces for rest, connection, and environmental relief.
Founded by a group of architectural designers exploring the intersection of urban design, product thinking, and community impact, the project represents both a design experiment and a practical solution for improving urban livability.
As the initiative moved into its second iteration, the team needed a cohesive brand and digital platform that could clearly communicate the value of the system to cities, organizations, and community groups.
This project combined Brand Strategy with Website Design for mission-driven organizations, where clarity, storytelling, and adoption are just as important as visual identity.
We began by defining how Stay on the Grass should be understood by different audiences: municipalities evaluating urban improvement programs, community organizations seeking activation tools, and individuals interested in local environmental impact.
The challenge was to balance conceptual depth with accessibility. The idea needed to feel credible to architects and planners while remaining intuitive for non-technical audiences.
The brand identity was built around themes of restoration, accessibility, and calm intervention in dense urban environments. Rather than leaning into overly abstract environmental aesthetics, we focused on clarity, optimism, and usability, reflecting the practical nature of the micro-park system itself.
The website architecture was designed to tell a clear story: what the system is, how it works, and why it matters. Each section was structured to guide users from awareness to understanding to potential adoption or partnership inquiry.
As an AEC Branding Agency working across brand strategy, brand identity, and AEC website design, we often find that the most effective mission-driven brands are the ones that can translate complex ideas into simple, actionable narratives. That principle guided every part of the project.
The final brand and website positioned Stay on the Grass as a credible and forward-thinking urban design initiative.
The platform clearly communicates the purpose and impact of the micro-park system, helping the team engage with potential partners, raise awareness, and support adoption in urban environments.
Beyond visual identity, the system functions as a communication tool for a concept that sits at the intersection of architecture, environmental design, and community engagement.
What Changed
This project demonstrates how branding for urban design and mission-driven organizations requires more than aesthetic development. It requires translating complex ideas into clear systems that enable understanding, trust, and participation.
Check out Stay on the Grass here: www.stayonthegrass.co
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