Parklane Group is a premium African development company delivering high-end projects across real estate, agriculture, mining, healthcare, energy, and cybersecurity. With a mission to build a better Africa, every venture is grounded in long-term partnerships with governments, investors, and communities. Backed by a globally experienced architecture team, Parklane brings precision, creativity, and strategic vision to each project—raising the standard across private estates, mixed-use complexes, and essential infrastructure.
The Challange
Parklane’s initial request was to design a high-end coffee table book showcasing their development work to investors and government leaders. The goal was to position their portfolio as a strategic invitation to collaborate. As conversations progressed, it became clear that the brand needed more than a printed piece. Parklane was preparing for global expansion, and their identity had to reflect the premium quality of their work, unify their diverse business segments, and resonate with international audiences while staying rooted in the authenticity of their African origins.
The Strategy
To elevate Parklane’s brand and reflect its premium positioning, I reimagined their original wordmark, which was clean but lacked distinction. I refined the letterforms for clarity and introduced character by reshaping the two “A”s with rounded crossbars that evoke bridges which symbolize Parklane’s role in connecting community and innovation through architecture. To ground the identity in its African roots, I created a refined line-work brandmark inspired by the silverback gorilla, a symbol of strength, leadership, and pride tied to Rwanda. The result is a sophisticated, memorable visual identity that carries both meaning and presence across global markets.
The Outcome
The refreshed brand identity, coffee table book, and custom business collateral came together as a striking and cohesive expression of Parklane’s evolution. Every printed piece was meticulously crafted and strategically designed, helping to transform the brand into something more confident, elevated, and memorable. The coffee table book in particular became a centerpiece of conversation, capturing the essence of the company’s journey with clarity and style. The client was over the moon with the results and called the work a defining milestone that finally reflected who they were and where they were headed.
Extended Impact
After delivering the coffee table book and refreshed brand identity, I convinced the CEO to move beyond a basic logo update and invest in a full website redesign. This ensured the digital presence aligned with the new premium branding and strategic storytelling. I also extended the updated look and feel across business collateral and marketing materials to create a cohesive and consistent brand experience. This comprehensive rollout reinforced Parklane’s elevated positioning and prepared them to engage confidently with global investors and government partners.
