New Look and Feel

When the San Diego County Parks and Recreation Department (DPR) embarked on a transformative journey to revitalize its brand, the focus was clear: celebrate the region's rich diversity and natural beauty while fostering a deeper connection between the parks and their community. In collaboration with MJE Marketing, Thrive Marketing was pivotal in bringing this vision to life through a comprehensive and innovative rebranding campaign.

To introduce the new umbrella brand for DPR, Thrive, and MJE created a visually stunning and emotionally engaging public service announcement (PSA) video. This centerpiece of the rebrand was designed to capture the hearts and minds of residents and visitors alike, showcasing the unique experiences, breathtaking landscapes, and community spirit that define San Diego County’s 85+ parks.

The PSA was thoughtfully distributed to maximize its reach and impact. It premiered in local movie theaters, sparking curiosity and reigniting public interest in the parks. Beyond the silver screen, the video became the driving force behind a robust digital marketing campaign that leveraged the power of platforms like Facebook, YouTube, and Google to reach a broad audience. The campaign's messaging celebrated the parks as inclusive spaces for all ages, cultures, and backgrounds - where memories are made and connections to nature are strengthened.

The video also played a central role in engaging local leaders, making a powerful debut at a community meeting with the County Board of Supervisors. This strategic move highlighted the rebrand’s vision and demonstrated its alignment with the county’s broader goals of inclusivity, sustainability, and community engagement.

The impact of the rebranding initiative extended far beyond audience impressions. The PSA video earned widespread acclaim within the industry, receiving prestigious awards from the Public Relations Society of America (PRSA), the American Marketing Association (AMA), and the National Recreation and Park Association (NRPA) for excellence in marketing and public relations. These accolades underscored the creative and strategic brilliance behind the campaign, solidifying it as a benchmark for how innovative branding can reimagine public spaces.

Through this rebrand, San Diego County Parks established more than just a new look - they built a narrative that resonates deeply with the community. The umbrella brand unified the parks under a shared identity while celebrating the distinct character of each location. It reinforced the message that these parks are more than outdoor spaces; they are vibrant community hubs where people connect with nature, each other, and their sense of well-being.

This campaign demonstrated the power of thoughtful storytelling, creative execution, and strategic outreach to elevate public awareness and engagement. By blending innovation with community-centric values, Thrive and MJE helped redefine what it means to experience San Diego County Parks—transforming them into destinations that inspire pride, joy, and a lasting connection for generations.