Creating a brand to celebrate America’s love for our National Parks.
Aramark Leisure Brand Messaging, Identity Design & Campaign Production
Yosemite. Denali. Grand Teton. Glacier Bay. It’s no surprise how much America loves its National Parks—the beauty, wonder, and adventure they offer is incomparable. We partnered with Aramark, who manages the properties and experiences in twelve of our great National Parks and protected lands, to share and spread this love.
Sharing the love. Driving visitation.
We worked together with Aramark to create #whyihearttheparks, a brand building initiative to capture and celebrate the love to park-goers (and wannabe park-goers) have across the country. The project spanned branding, brand identity, communication strategy, web design, and social media marketing. We created a website that serves both as a web portal to each park Aramark operates on, as well as a lead-generation tool.
Experience the love.
We landed on a brand identity that had one foot in the digital and one firmly in the dirt, with striking illustrated out-of-home poster designs and digital assets that were a blend of stunning park photography and illustrations. We created advertising assets to be displayed at Aramark properties at each park, as well as key-card stuffers, buttons, and swag. And then we made up any excuse we could to head out, hit the road and experience it all for ourselves.
“There can be nothing in the world more beautiful than the Yosemite, the groves of the giant sequoias and redwoods…and our people should see to it that they are preserved for their children and their children’s children forever, with their majestic beauty all unmarred.”
