Wheels in Wheaton: Brand Design
Wheels in Wheaton was a pop-up activation in Wheaton, MD that transformed an empty parking lot into a colorful, energized plaza in the heart of the Wheaton Triangle. The team at Yard &Co. designed and operated the temporary installation featuring a skating rink, beer garden, music, art, and food vendors. As a part of that team, I created the visual identity of Wheels in Wheaton to set the tone for the experience and connect with the community.
Audra Frieden: Lead Design - Visual Identity + Collateral
Yard & Co. Team: Creative Placemaking Design & Operations
Andre Johnson: Photography, Collateral Design
Peter Franklin Chan: Ground Mural
Ivan Mesaros: Character Design
Brand Development
Moodboard + Art Direction
Palette
Character Design
The brand mascot, “Wheaty” was created to embody the approachable, playful brand personality of Wheels in Wheaton and showcase the variety of actives within the event. Wheaty was curated and adapted from an illustration pack by Ivan Mesaros because of his triangle body shape that ties back to the Wheaton Triangle district. Some illustrations were simply adapted into the brand color palette and others were deconstructed and rebuilt into new poses with new props, like bikes, skates, or snacks built and added in.
Contributors:
Audra Frieden: Lead Design - Visual Identity + Collateral
Yard & Co. Team: Creative Placemaking Design & Operations
Andre Johnson: Photography, Collateral Design
Peter Franklin Chan: Ground Mural
Ivan Mesaros: Character Design