THE TRUST FOR PUBLIC LAND
Brand ID Evolution
Iconography | visual system
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.
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.