RecoveryPark / RecoveryPark Farms

RecoveryPark is one of Detroit’s most creative nonprofits, equal part urban land-use, economic developer and social cause, Recovery Park is dedicated to launching for-profit subsidiaries, the first being RecoveryPark Farms. Their goal is to transform Detroit’s communities by growing curated produce for Detroit’s chef-driven restaurants and creating neighborhood jobs. The Detroit Free Press calls them, “…one of the most innovative urban agriculture efforts in Detroit.”

Working in collaboration with the RP team, The Utmost Group and a talented group of Challenge Detroit Fellows, Who’sThat? administered a new round of visual brand development for RecoveryPark, included a refresh for the RecoveryPark main brand and launching the RecoveryPark Farms brand. Maintaining a verdant and recognizable palette of grass and sky, we simplified the wordmark and helped these brands to become more engaging with clean and airy designs for corporate materials. In addition, we crafted a crisp and friendly logo seal for the RecoveryPark Farms brand. Our work culminated in the creation of a new website telling the rest of the story through eye-popping photography of the mouthwatering produce harvested daily by the RPF family.



Nonprofit, Food, Special Project


Branding/Identity, Art Direction, Web, Print

Project Credits

Creative Direction
Joshua Smith
The Utmost Group