Client Overview:
Metro Recreation is a full-service playground and recreation company serving the Maryland, West Virginia, Virginia, and D.C. areas. They design and install playgrounds to meet the needs of their clients, including traditional playgrounds, inclusive playgrounds, outdoor exercise equipment, and more.
The Project:
Following Metro Recreation's recent rebrand, I was tasked with translating the new visual identity into a fully redesigned website. The refreshed brand embraced a vibrant color palette inspired by the playful forms and colors found in modern playground equipment, creating an opportunity to extend that personality throughout the digital experience.
To reinforce the brand, I developed a custom visual system featuring hand-painted shapes in the brand colors that add movement, whimsy, and a sense of play across the site. These organic elements evoke the feeling of a child's creativity while maintaining a polished, cohesive aesthetic. I also designed a multi-color gradient incorporating the full brand palette, using it strategically throughout the website to create visual contrast, guide users through content, and break up sections against the predominantly white background.
Beyond the visual redesign, the website was built with scalability in mind. Its flexible structure allows Metro Recreation to easily expand content as the company grows, adds new equipment partners, and continues to showcase its evolving range of products and services.
Since the new website was launched, visitors are up 4%. Lead generation is up by 64%. Because of more purchasing options, the reengineered online store is already generating more revenue.
The new Metro logo with all of their new brand colors
