MANY PARKS, ONE SYSTEM
We unified and energized one of Southeast Michigan’s most beloved parks systems with comprehensive brand strategy, design, and messaging. Our work for Oakland County Parks & Recreation (OCPR) focused on driving home the value provided by one’s local parks: places to play, room to roam, and easy escapes from the hustle-and-bustle of urban life.
IDENTIFY ON DRIVE-BY
To help residents identify OCPR’s parks at a glance, we used the acronym’s letterforms to create a unique tree shape in an unexpected red. This strong new visual identity unified the expansive system across all 907 square miles of Oakland County.
DISCOVER WHERE YOU LIVE
We positioned OCPR as a place to play that’s both familiar and surprising, with messaging that encouraged families to think of the parks as an extension of their own backyard—one that’s full of things to discover and rediscover.