10th, March , 2021
Master Planning and Brand Visioning for a 3.7M SF Nature-Inspired Research Park
North Fork — a research park developed by The University of Virginia Foundation — is a 562-acre, 3.7 million square-foot mixed-use development that needed brand strategy and master planning. Nestled in the foothills of the Appalachian Mountains, UVA Foundation wanted a brand and masterplan that incorporated the natural surroundings, and unique stories for its distinct districts.
Fundamental to our approach was a comprehensive renaming: an evocative identity that tied the project together. To bring North Fork to life, we developed a holistic brand strategy and master plan vision, as well as a marketing activation plan and placemaking and design criteria for developing distinct districts and amenities.
Each district was supported with design criteria dictating major site amenities and purpose, as well as design elements further supporting each district character — including site pathway types, recreational elements, open space types, and street and roadway typologies.
With a fresh name, eye-catching graphic identity, dynamic community engagement, and energized vision for the onsite experience, the research park is beginning a new chapter of innovation and discovery.