BRANDING

Wyoming State Parks

Building a Brand Family
Our relationship with the Wyoming Department of State Parks began as an assessment of their marketing needs and the development of a 15- 20-year marketing plan. With 41 sites to manage and market, they needed a clear picture of what was happening across the state with visitation, communication and awareness. They also needed to examine the gaps between current conditions and desired goals in order to set priorities for the future.

Carefully-designed focus groups, surveys, interviews and site visits indicated that our audience needed to see Wyoming State Parks’ similarities rather than their differences. This led us to determine that the organization was in need of a new brand system, which we renamed WYO Parks, that would serve as a family, housing all of Wyoming’s state parks and historical sites.

Building a Brand Family
Our relationship with the Wyoming Department of State Parks began as an assessment of their marketing needs and the development of a 15- 20-year marketing plan. With 41 sites to manage and market, they needed a clear picture of what was happening across the state with visitation, communication and awareness. They also needed to examine the gaps between current conditions and desired goals in order to set priorities for the future.

Carefully-designed focus groups, surveys, interviews and site visits indicated that our audience needed to see Wyoming State Parks’ similarities rather than their differences. This led us to determine that the organization was in need of a new brand system, which we renamed WYO Parks, that would serve as a family, housing all of Wyoming’s state parks and historical sites.

The WYO Parks logo design was thoughtful, as we wanted to use elements that would clearly depict Wyoming and elicit a sense of adventure. The illustrative details we chose are iconic of Wyoming, past and present; the shield shape symbolizes the strength and protection of Wyoming’s land. Together with the tagline “Find something unexpected,” the WYO Parks logo gives Wyoming’s outdoors an air of wonder as well as accessibility.

Linden designed and delivered templates for brochures, posters, billboards, logowear, and presentations that could be adapted to each individual park’s needs – helping WYO Parks to manage their new brand and limited budget.

The WYO Parks logo design was thoughtful, as we wanted to use elements that would clearly depict Wyoming and elicit a sense of adventure. The illustrative details we chose are iconic of Wyoming, past and present; the shield shape symbolizes the strength and protection of Wyoming’s land. Together with the tagline “Find something unexpected,” the WYO Parks logo gives Wyoming’s outdoors an air of wonder as well as accessibility.

Linden designed and delivered templates for brochures, posters, billboards, logowear, and presentations that could be adapted to each individual park’s needs – helping WYO Parks to manage their new brand and limited budget.

With a new look and logo firmly in place, Linden’s next task was to develop 41 individual site logos featuring custom illustrations that would represent each site’s unique landscape or recreational pull.

Bringing the Brand Statewide
Impressed with Linden’s approach, the execution of their brand development and project management, WYO Parks returned to Linden with a new challenge: create dozens of displays to be installed at rest areas statewide. Each display features site specific photography and illustrations, “You Are Here” maps, as well as historical tidbits and information about all the things to do and see at the WYO Parks sites nearby.

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