Visual Strategy Guide

VISUAL STRATEGY GUIDE NATIONAL PARKS SERVICE REBRANDING

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CHAPTER 01

VISUAL STRATEGY GUIDE NATIONAL PARKS SERVICE REBRANDING

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TABLE OF CONTENTS 01 OUR HISTORY 08

Brand Overview

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Timeline

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OUR FUTURE

OUR COMPETITORS

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NPS Re-Imagined

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Current Competitors

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Our Mission

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Adjacent Competitors

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Brand Verve

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Future Competitors

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Target Audience

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Brand Attributes

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Audience Outliers

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Who We Were

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Who We Are

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CHAPTER 01

OUR HISTORY 07

Brand Overview

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Timeline

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SECTION

OUR HISTORY

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CHAPTER 01

“The lover of nature is he whose inward and outward senses are still truly adjusted to each other; who has retained the spirit of infancy even into the era of manhood.”

-Ralph Waldo Emerson, American Poet

BRAND OVERVIEW

BRAND OVERVIEW The National Park Service, or NPS, is a federal agency within the U.S. Department of the Interior. The U.S. Congress made Yellowstone America’s first national park in 1872. In the years that followed, environmentalists including John Muir lobbied for wilderness preservation throughout the American West with the creation of several more national parks and monuments. On August 25, 1916, President Woodrow Wilson signed an act creating the National Park Service, in order to consolidate management of America’s federal parklands under one agency. This “Organic Act” states that “the Service thus established shall promote and regulate the use of the Federal areas known as national parks, monuments and reservations…by such means and measures as conform to the fundamental purpose of the said parks, monuments and reservations, which purpose is to conserve the scenery and the natural and historic objects and the wild life therein and to provide for the enjoyment of the same in such manner and by such means as will leave them unimpaired for the enjoyment of future generations.” Today, the National Park Service manages 84 million acres across all U.S. states and territories, and has served as a model for countries around the world.

While America’s national parks drew upon earlier examples of European woodland preservation, they were a uniquely American idea rooted in democracy, philosophy and art.

The National Park Service still strives to meet its original goals, while filling many other roles as well: guardian of our diverse cultural and recreational resources; environmental advocate; partner in community revitalization, world leader in the parks and preservation community; and pioneer in the drive to protect America’s open space.

Today more than 20,000 National Park Service employees care for America’s 400+ national parks and work with communities across the nation to help preserve local history and create close-to-home recreational opportunities.

OUR HISTORY

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CHAPTER 01

1916

1906

NPS TIMELINE

1872

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MARCH 1, 1872

AUGUST 25, 1916

Congress established Yellowstone National Park in the Territories of Montana and Wyoming “as a public park or pleasuring-ground for the benefit and enjoyment of the people” and placed it “under exclusive control of the Secretary of the Interior.”

The founding of Yellowstone National Park began a worldwide national park movement.

President Woodrow Wilson signed the act creating the National Park Service, a new federal bureau in the Department of the Interior responsible for protecting the 35 national parks and monuments then managed by the department and those yet to be established.

JUNE 8, 1906 In 1906, President Theodore Roosevelt signed the Antiquities Act, which gave presidents the authority to create national monuments to preserve areas of natural or historic interest on public lands.

SEPTEMBER 24, 1906

On September 24, 1906, President Theodore Roosevelt proclaimed Devils Tower as the first National Monument.

JUNE 11, 1933 An Executive Order in 1933 transferred 56 national monuments and military sites from the Forest Service and the War Department to the National Park Service. This action was a major step in the development of today’s truly national system of parks—a system that includes areas of historical as well as scenic and scientific importance.

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1970

1965

OUR HISTORY

1943

1935

1933

NPS TIMELINE

1935

1965

2023

Seventy-five Historical Areas were added to the National Park System between 1933 and 1964, much of which would not have been possible without the Historic Sites Act of 1935. The Act declared “that it is a national policy to preserve for public use historic sites, buildings and objects of national significance for the inspiration and benefit of the people of the United States.”

The Reorganization Act of 1964 added four new types of Federal park areas- National Parkways, National Recreation Areas, National Seashores and Recreational Demonstration Areas-which were then all designated Recreation Areas.

National Parks Service undergoes a national re-branding campaign.

MARCH 15, 1943 On March 15, 1943, President Franklin D. Roosevelt proclaimed the Jackson Hole National Monument, consolidating 33,000 acres donated by Rockefeller with 179,000 acres withdrawn from Teton National Forest. Thus, Grand Teton National Park was created.

1970

Congress declared in the General Authorities Act of 1970 “that the National Park System, which began with the establishment of Yellowstone National Park in 1872, has since grown to include superlative natural, historic, and recreation areas in every region… and that it is the purpose of this Act to include all such areas in the System….”

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CHAPTER 02

OUR FUTURE

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OUR FUTURE 14

NPS Re-Imagined

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Our Mission

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Brand Verve

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Target Audience

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Audience Outliers

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Who We Were

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Who We Are

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CHAPTER 02

NPS RE-IMAGINED The United States has over 400 national parks that are under the protection of the National Parks Service. The new National Park Service, however, will evolve beyond simply preserving the nature, wildlife and monuments of the United States, but will inspire future generations to immerse themselves in the unique cultural and natural resources of their local neighborhoods. The idea of a national park will be re-defined to become more accessible for everyone, allowing people, no matter where they live, to be able to enjoy, relax and connect with nature and integrate the beauty around them back into their daily lives.

Rather than having to pack up the car and drive to be able to experience national parks, the enjoyment will now be within walking distance.

BRAND SOUL Preserve America’s resources while also providing a space within nature for the benefit and enjoyment of the people.

NPS RE-IMAGINED

OUR FUTURE

Our mission is to provide existing and future generations with ACCESS to space in which they can ENJOY, DISCOVER, and CONNECT with their environment, no matter where they live.

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CHAPTER 02

BRAND VERVE

KEYWORDS ACCESSIBLE Creating open space for existing and future generations to appreciate nature, no matter where they live.

ENJOYMENT Providing existing and future generations with the ability to enjoy and relax, while immersing themselves in the beauty of the nature around them.

CONNECTION Current and future generations are able to connect with their neighborhood, experiencing its cultural and natural beauty.

OUR FUTURE

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CHAPTER 02

“I want generations to come, like my brother and sister, to be able to experience all the natural beauty of America.”

TARGET AUDIENCE

OUR FUTURE

NIKITA PATEL “THE ENVIRONMENTALIST” LOCATION: San Diego, California AGE: 25 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Nikita loves spending her weekends on the beach with friends because it is conveniently located within walking distance from her house.

2.

It can be hard for Nikita to get time off and travel because she works long hours at a high tech startup so she is grateful that there are so many parks in her neighborhood.

3.

As someone who just graduated from grad school, Nikita does not have a lot of money saved up so she loves having picnics in the park next to her house on the weekend.

4.

She loves running outside along the beach because she is able to immerse herself in her surrounds, which helps the time pass.

5.

Since she lives in the city, Nikita will often times spend her free time at the beach or park because it allows her the chance to escape all the chaos.

6.

Nikita is always looking for ways to help preserve and connect with the environment because she wants her brother and sister to be able to experience it as she has.

7.

Nikita went vegan six years ago because she has a passion for animals and the environment and loves being able to spend time outdoors connecting with nature.

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CHAPTER 02

“After being in the studio all day, getting outdoors and enjoying the fresh air gives my mind a break and helps inspire me.”

TARGET AUDIENCE

OUR FUTURE

JACKIE HIGGINS

“THE ART STUDENT”

LOCATION: San Francisco, California AGE: 19 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Jackie loves going to the Fort Mason Farmer’s Market on Sundays because it is close to her house.

2.

As students, her and her friends love spending weekends at the park because it is something that they can all do together on a budget.

3.

Jackie loves going to Crissy Field to sketch because she always feels inspired.

4.

She loves getting outside and enjoying the fresh air because it is a chance to get out of the studio.

5.

Jackie always brings a trash bag with her on her walks because she likes to pick up any trash she may see.

6.

Jackie is an art student and loves being outdoors in nature because it is a way for her to feel inspired.

7.

She feels homesick sometimes sicne her parents live on the east coast, so connecting with nature makes her feel closer to them since they love San Francisco.

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CHAPTER 02

“I love learning about history and want to expose my daughter to as much of it as possible. Knowing our country’s past, informs the future. ”

TARGET AUDIENCE

OUR FUTURE

DANIELLA WILLIAMS

“HISTORY BUFF”

LOCATION: Baltimore, Maryland AGE: 35 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Daniella is thankful to live in such a beautiful neighborhood with lots of trees and grassy areas because she goes on lots of walks with her two dogs.

2.

Daniella and her husband love living in Baltimore because there is so much history surrounding them.

3.

In her spare time, she loves to read in the park because it is a way for her to escape her hectic life.

4.

It is very rare for Daniella to not reach her 10,000 step count goal everyday because she has two dogs that she takes on walks.

5.

Daniella does not let her daughter watch lots of television because she thinks getting outdoors is a more productive use of time.

6.

She tries to purchase only sustainable brands because she wants to do her part in preserving and connecting with nature.

7.

Daniella loves learning about U.S. history because it allows her to be able to share our rich history with her daughter.

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CHAPTER 02

“I want to do my part in preserving my culture as a Native American and celebrate the land that my ancestors came from.”

TARGET AUDIENCE

OUR FUTURE

GABRIELLA LOPEZ

“HERITAGE SEEKER”

LOCATION: Santa Fe, New Mexico AGE: 29 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Gabriella likes spending time at the park near her house because she recently moved to the neighborhood and finds its a great way to meet new people.

2.

She enjoys support local business and loves that she has such great access to all types of cuisine within walking distance of her house.

3.

Gabriella loves being outdoors, whether that be at the beach, the park, or even just enjoying a glass of wine at a restaurant parklet, because it helps her feel grounded.

4.

She loves being able to take her work outside, whether that be working from the park or working at a nearby coffee shop, because she works long hours and its a nice change of scenery.

5.

Gabriella wants to experience lots of different cultures because as a designer she believes that one must be a good observer and understand people.

6.

She wants to know more about her Native American culture because she wants to be able to help preserve it and pass it down to future generations.

7.

She is part Native American and wants to learn more about her heritage because she is adopted and wants to connect with her culture.

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CHAPTER 02

“Ever since I was little, my family and I have always been very outdoorsy. ”

TARGET AUDIENCE

OUR FUTURE

YUAN LIU

“THE OUTDOORS MAN”

LOCATION: Denver, Colorado AGE: 43 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Yuan loves taking long weekends to go backpacking, but can’t always find the time, so he loves that he is still able to enjoy being outside even just by taking walks around his neighborhood.

2.

He loves that he is able to walk to so many different restaurants because it is convenient and allows him to reduce his carbon footprint by not driving.

3.

Yuan and his girlfriend, Lindsay, enjoy walking the dog through the neighborhood, often times stopping at the local park because it is a great way for them to get out of the house and exercise the dog.

4.

Being outdoors and in nature has always been a big part of Yuan’s life because growing up, camping, hiking and backpacking were always activities he would do with his family.

5.

Yuan tries to support local businesses as much as possible because it is better for the local economy and it makes him feel connected with his community.

6.

When he was at the University of Oregon, him and his friends spent the weekends exploring new hiking trails because it was a way for them to explore new places and spend time together.

7.

He wants to start volunteering in his neighborhood because he wants to connect with the community, while also giving back.

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CHAPTER 02

“Culture and traditions are passed down through history and the sharing of these stories.”

TARGET AUDIENCE

OUR FUTURE

DON MORGAN

“THE STORYTELLER”

LOCATION: Sacramento, California AGE: 80 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Don loves taking his grandkids to the park when they come to visit because it is close to his house and the grandkids love running around on the grass together.

2.

For his age, Don remains pretty active and still likes to walk down to the river because he enjoys people watching.

3.

He has always enjoyed being outside, listening to the sounds of nature because he finds it very relaxing and peaceful.

4.

Don loves his morning routine of enjoying a cup of coffee and donut in the park across the street because he enjoys bird watching.

5.

He has a passion for U.S. history and loves telling stories to his grandkids because he thinks its an important part of keeping culture and traditions alive.

6.

Don holds a special place in his heart for nature and exploring because when he was younger, he traveled with his mom and dad all over the United States visiting 10 different national parks.

7.

He knows most of the local business owners and enjoys talking with them because it makes him feel apart of the community.

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CHAPTER 02

“Growing up my family was never big into hiking or camping so its not an activity that I’ve ever felt to try.”

AUDIENCE OUTLIERS

OUR FUTURE

ANDRES SANCHEZ

“THE HOMEBODY”

LOCATION: Dallas, Texas AGE: 53 years old TRAITS ACCESSIBLE

ENJOYMENT

CONNECTION

1.

Andres does not spend much time outside of the house because he does not like his neighborhood.

2.

Growing up he did spend much time outdoors because he did not have access to safe spaces to play.

3.

He does not like to explore his neighborhood because he is a homebody and feels the happiest and most relaxed when he is in the comfort of his own home.

4.

Andres does not enjoy picnics and would much rather spend his time indoors because he values being comfortable and sitting on the ground is not comfortable in his opinion.

5.

Andres has a difficult time being on his feet for too long because he has bad back after getting in an accident.

6.

Outdoor activities are very much out of Andres’ comfort zone because it was not something that his parents exposed him to growing up.

7.

It is hard for him and his wife, Susan, to find time to get outside and connect with the community because she is a nurse and works long hours.

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CHAPTER 02

“I love shopping at stores like H&M because it allows me to participate in the latest fashion trends without spending a lot of money.”

AUDIENCE OUTLIERS

OUR FUTURE

MEI LANG

“THE FASHIONISTA”

LOCATION: NYC, New York AGE: 15 years old TRAITS ACCESSIBLE

ENJOYMENT

1.

Mei does not shop locally because her parents give her an allowance and she finds that it is too expensive.

2.

She does not spend her time at the park because she does not live within walking distance of a park and hates having to take a taxi or the subway.

3.

She doesn’t enjoy spending time outdoors because she hates getting her clothes dirty and having to do laundry.

4.

Mei and her friends do not like to explore different areas of New York because they are all have allowances and are trying to save money.

5.

Her parents do not encourage her to get outside because they are too busy with work and unable to take time off.

6.

Mei does not feel a sense of connection to her community because New York is such a big city and it feels overwhelming to her.

7.

She would rather go to the gym to get exercise, rather than walk outside because the hustle and bustle of New York is not relaxing to her.

CONNECTION

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CHAPTER 02

“If future generations are to remember us with gratitude rather than contempt, we must leave them something more than the miracles of technology. We must leave them a glimpse of the world as it was in the beginning, not just after we got through it.”

-Lyndon B. Johnson, 36th President of the United States

SECTION

OUR FUTURE

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CHAPTER 02

WHO WE WERE Previously, the National Park Service focused on preserving the unimpaired natural and cultural resources for the enjoyment, education and inspiration of this and future generations.

WHO WE WERE

OUR FUTURE

NATIONAL PARK SERVICE

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CHAPTER 02

WHO WE ARE The idea of a national park will be re-defined to become more accessible for everyone, allowing people, no matter where they live, to be able to enjoy, relax and connect with nature and integrate the beauty around them back into their daily lives. Rather than having to pack up the car and drive to be able to experience national parks, the enjoyment will now be within walking distance.

WHO WE ARE

OUR FUTURE

NATIONAL PARK SERVICE

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CHAPTER 03 01

OUR COMPETITORS 42

Current Competitors

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Adjacent Competitors

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Future Competitors

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Brand Attributes

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SECTION

OUR COMPETITORS

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CHAPTER 03

CURRENT COMPETITORS Previously, the National Park Service is a government agency that was focused on preserving the unimpaired natural and cultural resources for the enjoyment, education and inspiration of this and future generations. Based on this past mission, the direct competitors of the NPS would also be government-funded conservancy groups.

An agency of the U.S. Department of Agriculture (USDA), manages public lands in national forests and grasslands. The Forest Service is also the largest forestry research organization in the world, providing technical and financial assistance to State and private forestry agencies.

The U.S. Fish and Wildlife Service is a government agency dedicated to the conservation, protection, and enhancement of fish, wildlife and plants, and their habitats. They are the only agency in the federal government whose primary responsibility is the conservation and management of these important natural resources for the American public.

The mission of EPA is to protect human health and the environment. In order to accomplish this the EPA develops and enforces regulations.

The USDA provides leadership on food, agriculture, natural resources, rural development, nutrition, and related issues based on public policy, the best available science, and effective management. It is made up of 29 agencies and offices with nearly 100,000 employees who serve the American people at more than 4,500 locations across the country and abroad.

CURRENT COMPETITORS

OUR COMPETITORS

Parks Canada protects and presents nationally significant examples of Canada’s natural and cultural heritage, and fosters public understanding, appreciation and enjoyment in ways that ensure the ecological and commemorative integrity of these places for present and future generations.

The Bureau of Land Management’s mission is to sustain the health, diversity, and productivity of public lands for the use and enjoyment of present and future generations.

The USGS mission is to monitor, analyze, and predict current and evolving dynamics of complex human and natural Earthsystem interactions and to deliver actionable intelligence at scales and time frames relevant to decision makers.

The mission of the Parks Conservancy is to preserve the Golden Gate National Parks, enhance the park visitor experience, and build a community dedicated to conserving the parks for the future

The mission is to provide for the health, inspiration and education of the people of California by helping to preserve the state’s extraordinary biological diversity, protecting its most valued natural and cultural resources, and creating opportunities for high-quality outdoor recreation.

The U.S. Department of the Interior protects and manages the Nation’s natural resources and cultural heritage; provides scientific and other information about those resources; and honors its trust responsibilities or special commitments to American Indians, Alaska Natives, and affiliated Island Communities.

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CHAPTER 03

ADJACENT COMPETITORS By analyzing adjacent competitors, we can gain better insights into our target audience. We are able to investigate our audience’s additional interests, understanding how they spend their time and money.

Recreational Equipment, Inc. is an American retail and outdoor recreation services corporation. It is organized as a consumers’ co-operative. REI sells sporting goods, camping gear, travel equipment, and clothing. It also offers services such as outdoor-oriented vacations and courses.

Orvis is an American family-owned retail and mail-order business specializing in fly fishing, hunting and sporting goods. The company seeks to inspire a deep connection to adventure and wonder in the outdoor world. Orvis is dedicated to the restoration, enhancement, and ultimately the long-term protection of these last great wild places.

Outdoor clothing company, Patagonia, is always on the top of eco-friendly company lists, and with good reason. The Venturabased company has spent its forty-seven years in business being at the cutting edge of environmentally conscious business practices.

CamelBak Products, LLC is an American outdoor equipment company based in Petaluma, California, best known for its hydration products, such as hydration packs and water bottles. CamelBak is also a supplier of hydration packs, protective gear, and other products to the U.S. military.

ADJACENT COMPETITORS

OUR COMPETITORS

Yeti was founded in 2006 with the goal to build a better cooler; one that was built for the serious outdoor enthusiast rather than for the mass-discount retailers. One that could take the abuse we knew we’d put it through out in the field and on the water.

Lululemon Athletica is a Canadian multinational athletic apparel retailer domiciled in Delaware and headquartered in Vancouver. The company makes technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits in the effort to allow people to live longer and healthier lives.

Outdoor Voices is an active lifestyle brand, that manufactures active wear. The company believes in freeing fitness from performance, and embrace activity with ease, humor, and delight.

Adidas designs and manufactures shoes, clothing and accessories. The company strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.

Hydro Flask is a brand of water bottle that became very popular during mid-late 2019 and early 2020, particularly among millennials, members of Generation Z, and members of the “VSCO girl” subculture.

The company aims rid the world from lukewarm water.

Pela is a company that manufacturers decomposable phone cases. Its goal is to educate and inspire the global community of people who are committed to making a positive impact on our planet.

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CHAPTER 03

FUTURE COMPETITORS The idea of a national park will be re-defined to become more accessible for everyone, allowing people, no matter where they live, to be able to enjoy, relax and connect with nature and integrate the beauty around them back into their daily lives. Rather than having to pack up the car and drive to be able to experience national parks, the enjoyment will now be within walking distance.

Nextdoor is a neighborhood network where communities come together to greet newcomers, exchange recommendations, and read the latest local news. It’s where neighbors support local businesses and get updates from public agencies.

Where neighbors borrow tools and sell couches. It’s how to get the most out of everything nearby.

Lyft’s vision statement is ride by ride, changing the way our world works. It imagines a world where cities feel small again. Where transportation and tech bring people together, instead of apart. Lyft sees the future as community-driven.

Meetup is a platform for finding and building local communities. People use Meetup to meet new people, learn new things, find support, get out of their comfort zones, and pursue their passions, together.

Yelp, Inc. develops, hosts, and markets the Yelp.com website and the Yelp mobile app, which publish crowd-sourced reviews about businesses. Its mission is to connect people with great local businesses.

FUTURE COMPETITORS

OUR COMPETITORS

Eventbrite’s mission is to bring the world together through live experiences. It believes that live experiences are fundamental to fulfilling a human desire to connect.

Like A Local Guide is a website that helps travellers find cool and cosy spots where locals like to spend their time. Tips are added by real locals who live and love their cities. It’s also a marketplace where travellers can book authentic experiences from small, locally owned tour companies.

Time Out Group is a global media and hospitality business that inspires and enables people to explore and enjoy the best of the city. Time Out Group comprises two highly synergistic business divisions: Time Out Media and Time Out Market.

Local Flavor help provide deals and coupons to local businesses and town favorites.

We’re your neighbors. It is committed to offering the biggest savings at nearby restaurants, salons and spas, family fun centers, home improvement services and more.

Google Maps allows people to discover new experiences across the world or around the corner. It’s mission is to organize the world’s information and make it universally accessible and useful.

The GettinLocal app is great to use for vacations and places you’ve never been before, but it’s equally great to use in your own city. You might find restaurants you’ve never eaten at or local attractions you’ve never thought to explore. This app will show local restaurants, attractions, and other fun things within a certain mile radius of where you live.

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CHAPTER 03

BRAND ATTRIBUTES 5 RELEVANT WORDS Refreshing Connect Discover Explore Escape Freeing 5 BANKRUPT WORDS Wholesome Passive Dated Crowded Mundane Family-oriented 5 NEUTRAL WORDS Nature Wildlife Outdoors Accessible Practical 5 ASPIRATIONAL WORDS Immersive Inspiring Engaging Provoking Exhilarating Invigorating Powerful

BRAND ATTRIBUTES

OUR COMPETITORS

“There is nothing so American as our national parks. The fundamental idea behind the parks is that the country belongs to the people, that it is in the process of making for the enrichment of the lives of all of us.”

-Franklin D. Roosevelt, 32th President of the United States

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SOURCES unsplash.com nps.gov wikipedia.com history.com zionnationalpark.com google.com

COLOPHON DESIGNER Amanda MacDuff

CLASS GR 604 Nature of Identity

INSTRUCTOR Hunter Wimmer

SEMESTER Fall 2021

TYPOGRAPHY

Sofia Pro Sofia Pro Condensed

VISUAL STRATEGY GUIDE