Amidst impassioned calls for social justice and racial equality across the country, the City of Jacksonville made the bold decision to remove the Confederate monument from Hemming Park, the city’s first and oldest park. Recognizing the opportunity to forge a new, more harmonious path forward, the park was renamed after James Weldon Johnson, a Black writer, early civil rights activist, and native son of Jacksonville.

We were entrusted to create a new brand identity for this historic project that would transform the park into a modern, urban space, engage diverse communities, and restore vitality to the city’s most prominent public square.