Formerly known as Friends of Westchester County Parks, research revealed that the organization’s name did not resonate with its audience and that it’s visual identity did not have much brand recognition.
SOLUTION
Findings from our research suggested that the term “foundation” resonated among donors, so we proposed changing the organization name to Westchester Parks Foundation. We created several logo concepts and tested them among key groups. After finalizing the winning concept we created a fresh visual identity system, developed the “Be a Parkster” campaign and executed a multitude of marketing materials to support general awareness and fundraising efforts.