Rebranding

San Diego County Parks (DPR) underwent an inspiring transformation to establish a unified and authentic identity for its diverse portfolio of parks and services. The goal? To create a cohesive brand that resonates deeply with the community while celebrating the unique character of each park and facility.

To achieve this, In partnership with MJE Marketing, the team developed an umbrella identity that ties the parks together under one harmonious vision. The rebranding effort showcased the vibrant essence of the parks using hand-drawn, light, and airy illustrations that captured the region's spirit. From picturesque landscapes to local wildlife and park visitors, these illustrations brought each park’s personality to life.

The strategy was much more than a visual update - it was about crafting a brand experience that reflects the community it serves. The designs were intentionally inclusive, celebrating San Diego’s multicultural and multi-demographic diversity. By blending these artistic elements with thoughtful merchandising, the rebrand reinforced the parks as places of connection, belonging, and shared memory.

The rebranding initiative extended all touchpoints, from park signage and promotional materials to apparel and keepsakes visitors could take home. This comprehensive approach ensured that every aspect of the park experience exuded a welcoming and cohesive identity.

Through this rebrand, San Diego County Parks established itself as not just a collection of beautiful outdoor spaces but as a community-driven destination where residents and visitors can feel a profound connection to nature and the culture that represents San Diego County. It’s a testament to how thoughtful branding can elevate public spaces, fostering a sense of pride and ownership for everyone who steps through their gates.