The Trust for Public Land
Brand management / development
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.
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 online version for everyone else to enjoy.
Visit the Land for People website to read these stories.