PARKSIDE INTERACTIVE
Client
Parkside Internal
Role
Art Direction, Design Lead
Project Type
Visual Identity
Year
2017-20
Parkside is a team of digital product specialists based in Austria, with projects reaching as far as Silicon Valley. Since 2007, Parkside has helped innovative companies build, improve, and scale digital products.
When I joined Parkside in October 2017 as Art Director, the company had a rudimentary visual identity that didn't reflect its ambitions. Talent acquisition was Parkside's top priority at the time, and I saw a strong visual identity as key to attracting the right people — so I led a full overhaul of the brand.
I aimed to create branding that reflected Parkside's culture and spirit, giving potential hires a real sense of the environment they'd be joining. A palette of vivid colors brought energy and optimism; typography and imagery balanced playfulness with professionalism.
The rebrand became core to Parkside's talent strategy — over the following years, as I led a team of 11 designers across UI, systems, and art direction, the company grew from 40 to over 80 people.
Parkside's chilled work atmosphere dictated the mood and visual direction.
To distinguish between content aimed at clients and that intended for potential talent, we created a 'loudness scale.' This scale helped us calibrate the visual impact of our collateral, determining how vibrant or subdued the design elements should be.
For client-facing materials, I chose a neutral, conservative aesthetic to convey professionalism and reliability. Talent-facing content was bolder and more colorful — a direct reflection of the dynamic, creative culture I aimed to foster within the team.
©Urszula Neumann, 2025
