Building a Community Brand Around Place, Lifestyle and Connection
Parkside Reserve began with a clear opportunity: create a new-home community brand inspired by its location alongside Heritage Park, one of the largest parks in Kansas, with direct access to trails, green space and outdoor recreation.
The brand was built around that connection to nature and everyday family life. From the community name to the logo featuring a young girl riding a bicycle, each element was designed to feel active, welcoming and rooted in the lifestyle buyers could experience there.
The brand story carried through the full community experience, including naming home plans after national parks and developing marketing that emphasized trails, open space and proximity to Heritage Park.
The result was a distinctive, cohesive brand that helped Parkside Reserve stand out in a competitive market and become one of Olathe’s top-selling new-home communities.
The Parkside Reserve logo was designed to capture the community’s connection to Heritage Park and the active, outdoor lifestyle it offers. The young girl riding her bike creates a sense of movement, freedom and family, while the surrounding trees, trail and water reflect the natural setting. Together, the identity feels welcoming, memorable and authentic to the place.
Drone footage helped buyers visualize the community before construction was complete. It highlighted the natural topography, proximity to Heritage Park and how each homesite would sit within the land. The result was a clearer, more compelling way to bring the site plan to life.
Floor plans were developed and named after national parks to extend the Parkside Reserve brand beyond the logo and into the homes themselves. Names like Yellowstone and Acadia reinforced the community’s connection to nature, exploration and outdoor living. This created a more cohesive buyer experience and gave each plan a memorable identity tied to the larger community story.
A short social video introduced the newest phase, highlighting greenspace homesites and the community’s close connection to Heritage Park. It helped buyers see both the available opportunities and the outdoor lifestyle that makes Parkside Reserve distinctive.