USING COHERENT BRANDING TO UNITE PARKS AND PEOPLE

The City of Atlanta’s dozens of parks, pools and recreation centers offer hundreds of programs and services to the public. The thing is, very few residents know the breadth and depth of what’s available. The city’s Department of Parks and Recreation had amassed a collection of disjointed logos and inconsistent visual elements over the years, making it difficult to recognize what belonged to the organization, and what didn’t. How do you create consistency, we wondered, out of a buffet of colors, fonts, logos and photography?

 

START WITH COLOR

The Department already used the logo of its online portal (IPARCS) to do most of its brand’s heavy lifting, so we looked first at leveraging its vivid colors and bold font. The result was a vibrant supergraphic designed to pull the system together and put an exclamation point on the entire brand.

WORK WITH WHAT’S AVAILABLE

Available photography ranged in quality, so we used color treatments to make things cohesive. The Department’s massive list of services needed an easy to digest organization strategy, so we developed a simple icon set to represent the range of activities available. Finally, the entire system lacked a punchy call to action. We opted to modernize the way the Department talked about itself: “ATL Parks and Rec” made the whole thing feel friendly and accessible. We plastered it across banners and posters, brochures and applications.

 

BRING IT HOME

These parks might be a part of government (i.e. institutional, stodgy, and faceless), but we felt they didn’t need to be impersonal. Communities are a big part of what makes these places great, so we wanted to invite people to own their park with a campaign that’s all about pride. Our favorite application? Personalized promotional items like bumper stickers that let owners attach their favorite park’s name to a declaration of love.

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