Located in the heart of Richmond, Virginia, Maymont is a 100-acre green space that features a historic mansion, curated gardens, native wildlife exhibits, a Children’s farm, nature center and more. Built during the height of the Gilded Age as the private home of James and Sallie Dooley, it was given to the City of Richmond in 1925 to serve as a museum and public space for residents and has been maintained by the Maymont Foundation since 1975.
Looking to the Future
Maymont will be celebrating its 100th anniversary as a public space in 2025-2026. As Maymont approaches its milestone anniversary, the team partnered with Bonfire Red to create a new brand framework and identity suite that both reflects the deep fondness people have for Maymont and inspires locals and visitors to experience the park in new ways.
Unifying the Brand
In defining a new brand framework, Bonfire Red focused on what makes Maymont unique and special while also establishing a common story that spoke to their many features and audiences. A new core value proposition and brand pillars positions Maymont as more than just a Gilded Age estate but a place to fully experience life’s moments of wonder. This is supported by a welcoming and adventurous voice and tone that translates to messaging that all audiences can rally behind.
Creative Rooted in the Landscape
Drawing inspiration from the natural environment, Bonfire Red created a visual expression that is flexible and adaptable for all audiences. The identity showcases the rolling hills found throughout the park, and a new color palette pays tribute to the many colors of Maymont, from the red roof of the mansion to the water of the Japanese garden.
