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Written by Casey Johnson | Senior Creative Manager & Nicholas Kalescky | Project Executive
For the first time in our firm’s history, KW is offering billable branding services to our clients, integrated seamlessly with our landscape architecture design process. Hudson Park became the perfect opportunity to launch this service, enabling us to create a cohesive visual identity to match the client’s vision for the community.
What Branding Means at KW
Community branding is more than a logo—it’s the story, look, and feel of a place. At KW, our branding services help communities establish a clear identity that aligns with the environments we design. By bringing together our in-house marketing and landscape architects, we ensure consistency in colors, materials, and atmosphere, creating a seamless experience for everyone who lives in, visits, and moves through the community.
Designing the Brand: From Exploration to Execution
To begin the exciting journey of bringing Hudson Park to life, we first needed to define its identity. Brightland Homes trusted us to guide this vision for the community, giving us the creative freedom to shape what Hudson Park could become. Our team led a collaborative visioning session, exploring themes such as Hill Country Native, Prehistoric Discovery, Exploration & Discovery, and Starry Nights, giving the client ideas for what resonated with their goals. The direction they gravitated towards was the Texas Hill Country, which embraced a modern aesthetic, blending clean lines with upscale details to set the tone for the community.
Trails were central to their vision, inspiring our final logo design: clean, intersecting lines forming “HP” paired with a modern sans-serif font, evoking the rolling hills and trails of the Texas Hill Country. Our team then developed a comprehensive package including a monogram, badge, seal, and wordmark overlay design, providing flexibility for signage, marketing, and community materials.
We provided the client with a comprehensive branding guidebook detailing logo usage, color palettes, and typography, along with a quick-reference one-sheet for daily use and multiple file formats to ensure cohesive implementation across all platforms. These resources equip our clients and their internal marketing teams with the tools they need to start creating assets that will effectively market their community to future homebuyers.
Integrating Branding with Project Design
Our team is designing the entry monument, recreation center, pocket parks, trail systems, and landscape lots at Hudson Park. With branding developed in-house, the design intent carries directly into the monumentation and signage, creating a unified experience from first impression to daily community use.
One particularly exciting feature is the entry monument’s rammed earth wall, a rare element in Central Texas that reflects the brand’s commitment to natural materials and contextual design.
The recreation center design also showcases creativity: using a Quonset hut structure to deliver a full-featured recreational center, transforming industrial form into a gathering space with a pool, bathrooms, and a welcoming porch area.
Why Branding Matters for KW and Our Clients
By offering branding services alongside our landscape architecture expertise, we:
- Eliminate the need for clients to hire separate branding consultants
- Deliver a cohesive identity integrated with physical spaces
- Enhance the overall value of the development
- Generate a new, billable service line for our firm while strengthening our partnership with clients
This project sets a precedent for KW, reflecting our vision to expand the services we offer while aligning with our commitment to thoughtful, community-centered design.
Looking Ahead
Hudson Park is expected to break ground in January 2026, with the recreation center set to open in time for the summer pool season later that year. We look forward to seeing Hudson Park come alive for its future residents, transforming our client’s vision into a community that people will be proud to call home.
