The National Park Service (NPS) was suffering from a lack of public awareness, especially among younger generations. Many people remain unaware of these protected lands—even when they're in their own backyard—and are therefore at risk of losing them.My Role
I came up with a proposal that capitalized on NPS's then recent brand refresh and outreach initiative, Find Your Park. The campaign was titled "We Are Here" and visually tied into NPS's brand evolution by heavily featuring the updated arrowhead logo. Conceptually, the campaign fully aligned with the Find Your Park mission but took a bolder approach and focused specifically on nearby parks. The proposal included a highly interactive aspect by encouraging viewers to easily map a route directly to the park advertised.