City of Madison
Challenge
Accepted.
Sasaki developed an exciting master plan for a 1.7 mile destination lakefront renaissance which includes an inclusive mix of parkways, bikeways, boatways, and causeways for residents and visitors that will boost the economy and ecology of Madison Wisconsin’s unique isthmus environment.
ZEBRADOG was asked to come up with a name and brand identity that will celebrate this unique place and encourage a consistent, cohesive visual voice for many years to come.
THE DETAILS
The City of Madison hired ZEBRADOG to brand a visionary 1.7-mile parks district set to transform the city and the shoreline. This master plan aims to create an inclusive community destination that will boost downtown Madison’s economy and ecology by strengthening the land-to-lake connection on the isthmus. ZEBRADOG crafted a name and brand that reflects diverse lakeshore interactions. Centered on wildlife protection and restoration, the logo features a painted turtle—symbolizing the project’s layout, proximity to the capitol, and the blend of nature and city life. The turtle also honors the Ho-Chunk Nation, with a nearby turtle effigy mound linking the project to Madison’s indigenous heritage.
