The Arb is a self-initiated brand identity for Nichols Arboretum, a well-loved green space in Ann Arbor without a cohesive visual identity. The logo centers on a peony, where the petals double as rolling hills and the negative space suggests winding trails, developed from pencil sketches into a geometry built on overlapping circles. From there I built out the full system: logotype variants with sizing and spacing rules, a color palette pulled from the actual landscape, a type pairing of San Francisco Pro and Minion Pro, mark variants for different backgrounds, candid photography direction, and collateral like a t-shirt mockup to test the mark at different scales.