Branding a Mission

Creating parks and protecting land for people, ensuring healthy, livable communities for generations to come is no small mission, and building a brand that reflects that it is not an easy task.
TPL went through a visual brand redesign in 2015 and will go into a major one to celebrate the 50th anniversary in 2022, but in the meantime, I am in charge of evolving the brand to represent the new strategic plan (2020-2025).
 
We revised the mark guidelines and focused on two main issues: The vertical logo used to "float" awkwardly at a distance of 1/8" from the edges of the page. We brought it to the top as a bookmark aligning all other elements with it. We expanded the color palette to make our communication more vibrant and modern, incorporating warm tones.
In 2019, we became a community-driven organization with a focus on HEALTH, EQUITY, and CLIMATE, supported by four main initiatives, LAND, PARKS, TRAILS, and SCHOOLYARDS.

This new direction allowed me to justify this brand evolution

The new strategic plan, along with an extensive market and audience research, gave us a whole new message with a unique voice. Now it was up to my team to incorporate it into our visual communication strategy to enhance our communication with the new generations.
In order to create a connection with a younger demographic, I worked with world-class external agencies to develop a more graphic visual language with a new style for symbols and illustrations that we can use in animations and other visual messages.

Program-based Campaigns

#WalkToAParkDay
TPL's most relevant program is the 10-MINUTE WALK. Our goal is to have a quality park at a 10-minute walk distance (0.5 miles)  from the entire US population. To promote this goal we created a National holiday. October 10 is NATIONAL WALK TO A PARK DAY where we invite everybody to join, to walk to their nearest park, and share it via our social channels. It started in 2016 and has gained track year over year.
Everyone deserves a park at 10 minute walk from home
Everyone deserves a park close to home

STORYTELLING

LAND+PEOPLE
Telling compelling stories is the best way to engage people and get them excited, and we have too many of these.
Everything TPL does impacts communities and lives and we tell these stories in our award-winning magazine.
This beautiful magazine is fully designed in house utilizing real photos and testimonials to talk about every angle of our mission. 
Twice a year we send the printed version to all our donors and we create an on-line version for everyone else to enjoy.
Visit the Land for People website to read these stories.

SPREADING The word

ZOOM BACKGROUNDS
We created 22 different digital backgrounds with TPL projects that people can use in their videoconferences to showcase our achievements and to help ease the pain of being sheltered in place during the 2020 COVID-19 Pandemic.

Disclaimer: Some of the pieces shown in the portfolio section were my creation, others were created by my team or other teams at the agency or other agencies mostly as a result of my direction or collaboration.

Luis Gerardo Garcia-Jurado ©2020