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OC Parks RebrandingWe unified an agency that oversees 60,000 acres, employs 300 staffers, and operates a yearly budget of $50M.

Assignment
The OC Parks system is a collection of regional parks, wilderness parks and historical parks in Orange County, California. Although many of the parks have their own brand and personality, our task was to unite all parks under a single brand purpose, voice and identity without compromising their individual character. The ultimate goal was to increase park visitation.
Truth

As stewards of some of the most spectacular sights, natural surroundings and cultural resources in the state, OC Parks is responsible for the preservation, management and operation of these cherished natural lands. We positioned the parks under a universal brand umbrella worthy of their world-class status, creating everything from a comprehensive communications design strategy and brand guidelines to park signage, video kiosks and websites. We also helped coordinate social and PR efforts and partnerships.

Results
Our work helped increase park visits by 11% (over one million visits, for a total of 12.7 million visits), program participation by 37% and web traffic by 12%. In addition, our client was proud to be recognized by their peers nationwide with industry awards that included the NPRA (National Parks and Recreation Association) Best Marketing Campaign, and the CPRS (California Parks and Recreation Society) Marketing and Communications Excellence Award.

Two audiences, one universal language.

The client’s multiple internal and external groups often needed to produce their own materials, so we created a singular design language in an easy-to-follow brand guide, as well as a comprehensive iconography system to communicate amenities clearly and quickly.

Build a library and they will come.

Photographically speaking, there’s a lot to be discovered in 26 parks. We captured it all, from inspired landscapes, to fascinating macros, to dynamic lifestyles. At the final shutter click, we had a photo library of well over 1,000 shots to be used for all types of communications.

Get lost in nature, but not literally.

From monument signs to warning signs, our clear and concise wayfinding system made the park-going experience more fun and rewarding, and gave OC Parks a cohesive, branded look.

Clients love nationwide recognition.

Our client was proud to be recognized by their peers nationwide, with industry awards that included the NPRA (National Parks and Recreation Association) Best Marketing Campaign, and the CPRS (California Parks and Recreation Society) Marketing and Communications Excellence Award.

Expertise
Public Services
Services Provided
Corporate ID, Brand Guide, Microsite Development, Collateral, Annual Reports, Annual Reports, Wayfinding Signage, Maps, Uniform Design, Kiosks, Partnerships, Launch Kits, Social Media, PR

Recognition
Won the 2012 NPRA (National Parks and Recreation Association) Best Marketing Campaign and the 2013 CPRS (California Park and Recreation Society) Marketing and Communications Excellence Award

We want a brand that is on par with the national parks and content  the quality of National Geographic.
—OC Parks

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