Graphic Design · Branding
Outside Space
Visual identity and branding for Outside Space Plant Shop
An open-air garden shop in Brooklyn, built on the Urban Jungle idea: more than a plant shop, a space where contemporary lifestyle, design, and nature meet.
- Timeline
- 2020 – 2021
- Tools
- Adobe Illustrator, Photoshop, InDesign
- Role
- Studio Designer: Brand Identity, Print, Signage, Social
- Team
- Lifei Wang
- Skills
- Brand Identity, Print Design, Signage & Wayfinding, Social Media
Context
One brand, one designer, every touchpoint.
Outside Space NYC is a landscape architecture firm in Brooklyn that also runs an open-air garden center, Outside Space Shop. Over a year as the studio's designer, I built the shop's visual identity and carried it across everything: the brand book, the signs among the plants, the cards shoppers take home, and the social feed.
The identity system
Built to hold together from a business card to storefront signage.
I wrote the brand book that defines the system: the logo and its clearspace, a core and extended palette, typography, and usage proportions for every combination.
The illustration language
Every plant gets a character, drawn in the brand's own hand.
I illustrated the brand's visual vocabulary myself: light levels, care traits, and plant types, each drawn as a small scene with its own color and personality. The artwork gives the shop a voice that is playful without losing clarity, and it runs through everything that follows.
On the tables, the illustrations become tent cards that sort plants by light, care, and companionship, with a warning for the cactus table.
Signage and wayfinding
An open-air garden center is something visitors navigate. I designed the signage that guides them: outdoor signposts for each plant family and hanging directional signs, all set in the brand's typography and iconography, so shoppers can find what fits their home at a glance.
Planty Card
Every plant goes home with its own prescription.
A plant care card for shoppers to take home with a new plant, filled in with its light, water, soil, and care level, the way a doctor writes a prescription. I drew the artwork from scratch, linework first, then color, then print. It won in Graphic Design at the 2026 DNA Paris Design Awards.
Applications
Business cards, shopping bags, gift certificates, and seasonal posters, all drawn from the same system so the brand reads as one voice across print and in-store.
Marketing
Consistency paid off: engagement up 250%.
I also maintained the websites of both the landscape firm and the shop, and ran daily promotional content across Instagram, Twitter, and Facebook, all in the same visual language.
