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When you think of Aramark, you might think about hot dogs, beer and a ball game. They also happen to manage and operate over 60 national and state parks, national forests, conference centers and other tourist destinations throughout the United States. Their vast portfolio of destinations lacked a cohesive consumer-facing brand, limiting the potential to cross-promote and engage with a broader, more diverse audience.
The diversity of Aramark’s properties, each with its unique identity and legacy, presented both a challenge and an opportunity. Our goal was to weave these distinct narratives into a unified brand fabric that respected the individuality of each destination while creating a common thread that ties them together. This led to the birth of ‘The Nation’s Vacation,’ a brand designed to encapsulate the essence of adventure and exploration that defines each of these unique locales.
