In The Park
BonTemps©• Date added
• Date added
In The Park is a talent management agency that goes beyond booking jobs, focusing on advocacy, protection, and recognising talent as whole individuals. Its name carries deep significance, as a park is a sanctuary, a meeting ground, and a place of refuge and possibility. For founder Carlos Castellanos, it is personal — a metaphor for the environment he wanted to build for the talent he represents.
Mexico City-based agency BonTemps© developed the brand identity and visual direction, with the concept of a safe, supportive space as the foundation of a brand that is both welcoming and authoritative while setting new industry standards.
Client
In The Park Management
In The Park Productions
Year
2025
Team
Mauro Bonillo
John Vallance
Typefaces in Use
In The Park is a talent management agency that goes beyond booking jobs, focusing on advocacy, protection, and recognising talent as whole individuals. Its name carries deep significance, as a park is a sanctuary, a meeting ground, and a place of refuge and possibility. For founder Carlos Castellanos, it is personal — a metaphor for the environment he wanted to build for the talent he represents.
Mexico City-based agency BonTemps© developed the brand identity and visual direction, with the concept of a safe, supportive space as the foundation of a brand that is both welcoming and authoritative while setting new industry standards.
The visual identity strikes a balance between intimacy and stature, and expression and restraint. The custom serif wordmark conveys prestige and interconnectedness, with organic flourishes evoking nature, unity, and growth. During the strategy and creative direction phase, the In The Park logotype was envisioned as a gathering of trees, symbolising strength, freedom, and mutual protection. The icon refines the "T" from the logotype, transforming it into two interlocking circles — a symbol of connection and support. This form is both structured and fluid, reflecting the agency's role in championing talent and bridging individuality with collective strength. Handwritten elements, such as signatures and notes, further personalise the system, reinforcing the idea that talent is not just seen but known.
“The key to the project was to reimagine the fashion world — typically seen as cold, capitalist, and superficial — into something warmer, more natural, and harmonious, while maintaining an elevated and editorial aesthetic.”
The In The Park website brings the brand's energy to life through motion graphics and dynamic layouts. Austere yet engaging, the design centres on the talent, adapting to showcase their individuality. Handwritten elements across profile pages add a human touch, making each profile feel alive rather than static. With fluid navigation and thoughtful interactions, the website amplifies talent. Built on the belief that talent should be nurtured and treated with dignity, the digital experience serves as both a platform and a statement.
“After an extensive discovery phase with the client, it became clear that the project's tone should focus on building bridges rather than gatekeeping and exclusivity. Carlos, the founder, had a strong and active vision for the brand but felt that its nuances weren't being effectively communicated to In The Park's clientele or the public.“
BonTemps©
BonTemps© is a Mexico City-based agency specialising in creative direction and design consultancy. Its unique approach combines strategic thinking with artistry to bring to life brand identities, campaigns, and experiences that are both emotionally evocative and culturally relevant. Through collaborative engagements with a diverse range of clients, the agency takes pride in redefining the boundaries of creativity, production, and human connection.
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