Prepared for you by zö agency.
Authored and designed for City of Medford Parks & Recreation by zö agency
“We need to give each other the space to grow, to be ourselves, to exercise our diversity. We need to give each other space so that we may both give and receive such beautiful things as ideas, openness, dignity, joy, healing, and inclusion.” As the largest provider of quality recreation and parks stewardship services in southern Oregon, our department provides a comprehensive system of facilities and programs to meet the parks and recreation needs of Medford residents that are also enjoyed by our neighbors and visitors.
We develop park and recreation facilities, operate and maintain them and provide a wide variety of affordable activities, leagues, classes and programs for our residents, regardless of age. As one of only a select group of parks and recreation departments in the US accredited through the Commission for Accreditation of Park and Recreation Agencies, we pride ourselves in finding meaningful ways to enhance the quality of living for every person who calls Rogue Valley home. As a department, we’ve built a legacy of bringing big ideas to life.
A wealth of information creates a poverty of attention. With this in mind, it’s important to clarify what we have to say and who it is we’re speaking to. We believe brands who exist for their people–and consistently prove it through word and action–are the brands that win. Influence is a direct result of investment - of your time, your energy, and your interest in others. If you try to be all things to all people, you’ll be nothing to most of them.
Of all the audience segments in our brand community, the recreation enthusiasts are our most passionate supporters. Like fans to a professional sports team, these people closely follow our department - regardless of whether or not they agree with our actions. They believe deeply that parks and recreation are essential to a thriving community, so it’s important to them to see that our department is well-funded and our initiatives are supported.
Of the three most significant audience segments in our brand community, recreation enthusiasts most resonate with language that is ambitious, empowering, and specific. As much as they want to see and hear that we’re building toward a better future, that want to see that we’re clear on our goals, that we’ve acknowledged legitimate obstacles, and that we’re rallying supporters around the tasks most likely to produce outcomes they desire.
At the root of their interest in our work are the direct benefits they receive. These members of our brand community tend to be schools, traveling sports teams, sports leagues, and the like. As passionate advocates for sports, fitness, and physical activity, we’re never surprised when these groups support our initiatives. They want their athletes to be able to play in the best possible environments; they see our department as an essential civic service and their relationship with us as one defined by mutual benefit.
• They love recreation. It’s not just an activity for them, it’s a lifestyle.
• A growing, well-funded parks and recreation department.
• Physical activity and health. They believe the two are tightly bound.
• Having more places where they can do the activities they love.
• Recreational events that draw large public interest and athlete participation.
It is absolutely undeniable that the people in this audience segment of our brand community are loyal and supportive. As parents and guardians, they’re looking to involve their kids in meaningful physical activities and programs that focus on skill development - rather than simply dropping them off somewhere to be occupied. These individuals are the ones who primarily sign their kids up for programs, camps, sports leagues, enrichment programs, and other activities.
Of the three audience segments in our brand community, the park families most resonate with language that is relatable, encouraging, and seeks to understand and empathize with the everyday realities of their life and family. The joy of parenting comes with unique challenges. Our park families will trust their kids with us if we’re able to prove through both language and documentation that safety, opportunity, and fun are central to the ways we conduct our work. They may worry that a public agency won’t be as high-quality as a privately operated one, so we must prove to them that their decision to trust us with their children was the right one.
These people–who tend to be between the age of 20-45 years old–are parents to youth and young children: somewhere between the ages of 3 and 14. Not only do they want their kids to make friends, they also want to give their kids meaningful opportunities for growth and skill development. Although concerns for safety and security are top of mind, they don’t ever want a program’s structure to to keep their kids from having fun.
• Programs that are enjoyable but still focused on growth and learning.
• Clean and safe spaces, whether outdoor or indoor.
• Inclusive programs (for all ages, abilities, etc.)
• High-quality, affordable programs.
• Variety of program times so it fits within their schedule.
About a third of the Rogue Valley’s population are active older adults. Although they may not have a personal activity interest that is driving them to engage with our department - they have witnessed the impact of our work, our programs, and our events on families and children, and this impact causes them to see us in a positive light. Often affluent and able to access the services of private health or sports clubs, these individuals support us even though they may not use public parks or recreation programs.
Of the three audience segments in our brand community, the active older adults most resonate with language that is welcoming, instructive, and empathetic toward their concerns. They appreciate proactive communication and thoughtful outreach - because if a program they love (and rely on) gets cut, they want to know right away what else is available to them.
Maybe more than any other audience segment in our brand community, our active older adults are greatly concerned with health and time. They want to live a long life–with a high qualilty of life–and they want to do it their own way. In our context, this translates into an appreciation for independent recreational facilities for exclusive or small group use.
• Maintain discipline in daily physical activity.
• Meaningful social interaction with others their age.
• The opportunity to exclusively use recreational spaces.
• Slowing down aging through recreation and play.
• To lower fees and taxes but not lose activities, programs or events that they love.
About a century ago, consumer decision-making was almost solely inspired by how a product met a clear functional need. Over time, the factors that influence choice have evolved in phases. From what a product or service does for us to how it makes us feel, these factors are many. Since the birth of the internet and the emergence of social media however, we now have access to more information than we know what to do with. In response, identity is now shaping choice more than ever in our history. People make decisions to affirm or defend what they believe to be true about themselves or who they want to be. Because of this, brands need to have purposes driving their existence beyond just profitability. If we truly want to operate with influence, we must earn it through purpose. In the words of Philip Kotler: “Be a cause, not just a business. Have a higher mission.” *
*Philip Kotler is a renowned author and professor emeritus at the Kellogg School of Management at Northwestern University
We envision a future where our community is authentically and sustainably strong - where every person is able to experience a happier, healthier life. We see joy apparent in the ways people connect with each other, in the ways they experience nature, and in the ways they participate in play. Gone are the days when a person has nowhere to belong - as they come to feel like our facilities, programs, and outdoor environments belong to them just as much as they belong to us. As we continue to be the heartbeat of the city of Medford and the greater Rogue Valley, we’ll continue to influence positive outcomes everyday so that our community comes to believe that life without our presence is unimaginable.
The vision we have for ourselves and the community we serve paints a picture of the hopeful, happy future we envision. We believe Medford and the Rogue Valley is one of the most incredible places in the world to call home. We want to build a healthy , happy, and strong community. The articulation of a clear, compelling, and deeply-personal vision statement helps mobilize our people to build this future, together.
We elevate the quality of life for the people in our community through parks, activities, and opportunities for play.
Meaningful mission statements establish a clear and narrow focus for an organization. Our mission statement clarifies what our core commitments are. If our vision paints a picture of where we’re going, our mission statement clearly lays out the steps for how we get there.
Our mission statement focuses how we approach our work on a daily basis. It establishes expectations for how we do what we do, because what we do proves what we believe.
We exist to help people experience joy through play.
If you do not know your why, you will not know your way. This idea of purpose, of having a motivation or conviction, satisfies one’s reason for existence. Clarifying the purpose of our brand is vital, because in the words of Simon Sinek, “People don’t bu y what you do, they buy why you do it.”
The City of Medford Parks, Recreation and Facilities Department administers meaningful activities, experiences, and spaces that invite every person in our community to become the happiest, healthiest version of themselves. Knowing quality, safety, and variety are exactly what our region deserves, we provide programs that lead to formational experiences. Because we are supported by our taxpayers for the benefit of our community, we create opportunities for everyone to grow. Every person we encounter can find the meaningful experiences they seek in one of our many parks or programs.
By providing equal, equitable, and economical access to our parks and recreational programs, we help our community experience the fullness of joy through the wonder of play.
A proclamation is an emphatic declaration of intent - the articulation of a brand’s positions, purposes, and principles so those who hear it have a fuller understanding of how an organization impacts its consumers and community. Social in nature, the proclamation inspires possibility - making strong claims and promises people can hold the brand accountable to.
By focusing on the unique anxieties or motivations that influence our customers’ decision making, we can better identify the causalities behind a consumer decision and how these factors lead a consumer towards their desired outcomes. We call this “progress.” Consumers want to make progress towards their desired outcomes, and we help them get there by positioning our brand as the best ally for them on the journey.
WHAT ARE THEIR CORE THOUGHTS AND BELIEFS?
• Parks and services are essential
• Passionate about healthy activity
• They are program advocates
• See themselves as central, contributory members of the community
• They get involved with political aspects of public policy
• Their passion leads to a sense of entitlement
WHAT ARE THEIR DESIRES AND WANTS?
• Top-notch, well-maintained facilities
• Large, successful events
• Priority access to recreation spaces when they want it
• To see the parks & rec initiatives be successful (growth opportunity for them)
• Economic impact opportunities
WHAT ARE THEIR CONCERNS AND PRIORITIES?
• Cost
• Availability
• Equitable access of space (field, court, room, pool, etc.)
• Policymakers/decision makers voting “no” on initiatives they want to see happen
• That they have to make sacrifices
• Project delays/lack of funding for projects
• That the staff would disagree with their preferences being high priority
WHAT EVERY AUDIENCE
SEGMENT CRAVES
• Welcoming environment
• Programming for all
• Low-cost, high-quality programs & services
• Getting involved is easy
• Effective communication
• An active, healthy community
• FUN
• Fairness and transparency in processes/procedures
WHAT EVERY AUDIENCE
SEGMENT WORRIES ABOUT
• Other groups in the community are prioritized over me
• Safety
• Being ignored
• Cost
• Availability of parks, facilities, programs, etc.
• “Our parks, programs, and events are essential to a healthy and vibrant community. Whatever it is you want to do, we can help you do it well and have a blast while you’re at it.”
• “We strive for state-of-the-art, well-maintained facilities - where every person is able to pursue opportunities for personal growth and a thriving life.”
• “Your commitment to building a happy, healthy, and strong community is clear. Knowing this, we’re here to partner with you in stimulating growth through competition and play.”
WHAT ARE THEIR CORE THOUGHTS AND BELIEFS?
• My kids need stimulation
• Program safety and quality
• Inclusive programs (for all ages, abilities, etc.)
• Programs should be affordable
WHAT ARE THEIR DESIRES AND WANTS?
• Kid-friendly activities
• Quality programs
• Activities for the whole family
• Keep their kids occupied
• Program variety
• Programs offered at convenient times
• For their kids to have fun
• Qualified, competent instructors, coaches, lifeguards, etc.
• Childcare options
WHAT ARE THEIR CONCERNS AND PRIORITIES?
• They’re always thinking about safety
• Program spaces being sold out
• Being on a waitlist
• They want communication to be proactive, clear and helpful
• They hope for programs & personnel to be well organized
• The fear that a public program won’t be as good as a private one
• Cleanliness
• Park safety (i.e.- houseless, drug use, needles, etc.)
WHAT EVERY AUDIENCE
SEGMENT CRAVES
• Welcoming environment
• Programming for all
• Low-cost, high-quality programs & services
• Getting involved is easy
• Effective communication
• An active, healthy community
• FUN
• Fairness and transparency in processes/procedures
WHAT EVERY AUDIENCE
SEGMENT WORRIES ABOUT
• Other groups in the community are prioritized over me
• Safety
• Being ignored
• Cost
• Availability of parks, facilities, programs, etc.
• “Find safe, exciting, and high-quality programming for kids of any age. Let us help you help them grow into their fullest potential.”
• “We create fun, safe, and meaningful programs for kids of any ability. Parks and recreation exist to bring joy through play for everyone. Let us help you find your family’s fit .”
• “Find meaningful, enjoyable programs for every member of your family without sacrificing quality or spending more than you should.”
WHAT ARE THEIR CORE THOUGHTS AND BELIEFS?
• Lower taxes and fees
• Age how they want to, where they want to
• Recreation slows “aging”
• Longevity of life
• Quality of life
WHAT ARE THEIR DESIRES AND WANTS?
• Keep moving
• Meaningful social interaction
• To be relevant
• Exclusive use of recreational spaces
• Group (social) activities
• Intergenerational activities
• Facilities for independent recreation
• Consistent, reliable programs
• Don’t want a program they love to be cut
• Crowded spaces
• Lack of responsiveness from parks & rec staff
• Cost of programs
• They feel like “everything is geared toward or made for kids”
• Concerned about tax dollars building facilities and parks being worth the investment
• Accessibility (Financial, Physical, etc.)
• Feeling that the programs and spaces that are built are not built for “me”
WHAT EVERY AUDIENCE SEGMENT CRAVES
• Welcoming environment
• Programming for all
• Low-cost, high-quality programs & services
• Getting involved is easy
• Effective communication
• An active, healthy community
• FUN
• Fairness and transparency in processes/procedures
WHAT EVERY AUDIENCE
SEGMENT WORRIES ABOUT
• Other groups in the community are prioritized over me
• Safety
• Being ignored
• Cost
• Availability of parks, facilities, programs, etc.
• “Because we value every member of our community equally, we create and administer environments where everyone can experience play, their way. Whether it’s in a park, on a field, or in one of our pools - there’s room for you, too.”
• “As a lighthouse for the community, we give guidance, support, and mentorship to all those who wish to experience a fuller life through a more active life.”
• “As our region continues to grow, we will continue to develop and steward recreational spaces so that no member of our community ever has to worry about having somewhere to belong.”
Good communication is not decided by how something is said but by how it’s heard. To speak with influence and to inspire action in our people requires that our brand speaks with a clear and familiar voice. Clarifying archetypal identity helps us better understand the role our brand plays in the customer journey of our audiences and will clarify the voice through which our brand speaks.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.
(Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”
Jon Howard-Spink, Planning Director at Mustoe Merriman Levy
Driven by a need to feel a sense of belonging, the Everyperson believes that everyone matters equally, regardless of status, age, ethnicity, or creed. Like a good neighbor, the Everyperson seeks to do the right thing, with no need for heroics or adventure. This archetype understands that joy can be found in what may be called ordinary or normal, and sees the virtue in the appreciation of each moment for its own sake. Presenting little artifice, the Everyperson is practical, down-to-earth, accessible, dependable, kind, and in general can be described as “real.”
Distinct from concepts connoting social division (commoner, common people, masses), the Everyperson represents the universal, unpretentious experience of being a member of the human race - the bitter, the sweet, and the depths of both joy and sorrow. This archetype believes that underneath the trappings of society is a shared core of humanity that is grounded, unselfish, and friendly.
Possessing a charming sincerity, Everyperson embodies the acronym WYSIWYG–”what you see is what you get”–and has a casual approach to life, preferring to be understated, nonthreatening, and helpful to all.
Driven by the need to feel and cultivate belonging.
We create places of belonging so every person feels like they belong.
This archetype believes that every single person matters equally.
No matter who you are, where you’re from, or what your ability level is, there’s room for you to play, too.
Sees the virtue in appreciating each moment for its own sake.
Life is a collection of moments, and we’re here to help you make the most of them.
Always seeks to do the right thing with no need for heroics, adventure, or fanfare.
We make access to play easy and open to all because it’s the right thing to do.
Casual, understated, non-threatening, and helpful to all.
Each encounter we have with a member of the community is marked by responsive customer service.
Enjoying what life has to offer, the Child re-awakens the joy of play and curiosity. The Child is the guardian of innocence, possessing an affinity for the bonds of friendship with people and animals alike. Energetically, the Child embodies playfulness, lightness, freedom, and the expectation of wonder: believing that everything is possible, even the impossible. This archetype demonstrates a relentless belief in the goodness of humanity and uses the power of imagination to see the possibility for fun in everything. A joy to be around, the Child brings out the best in others.
The Child presents its energies in many widely ranging forms but all congregate around the core issues of responsibility, interdependency, and individualization. This archetype triggers beliefs around family, security, and possibility. Existing as a reminder that age is largely a mental and societal construct, the Child remains eternally youthful. Characterized by an open mindset, nothing inhibits the Child’s passion and enjoyment of life’s playground. Through creativity, laughter, and light, the Child personifies hope and the promise of new beginnings.
Awakens the joys of play and curiosity.
We believe that play creates joy, and we invite everyone to experience it.
Constantly looking to the potential of the future.
Believes in the goodness of humanity.
Triggers beliefs around family, security, and possibility.
We see the world through the lens of opportunity and believe that what’s best is still coming.
Because we see goodness and potential in everyone, we want to help them see it, too.
We help people experience formational momentsmoments that define them, remind them of their value, and cause them to dream about their future.
Personifies hope and the promise of new beginnings.
Play is a right, not a privilege. By trying new things, you discover what’s possible.
The Visionary has the wisdom to imagine the promise and potential on behalf of the greater good. Possessing the ability to illuminate the benefits and drawbacks based on chosen decisions/actions without prejudice, the Visionary creates structures that shift society. Characterized by great imagination, insight, and boldness, this archetype thinks in systems and can synthesize multiple data points. Somewhat paradoxically, the Visionary can be remarkably humble, acknowledging the gift of foresight as given rather than owned.
Able to read between the lines of environment, conversation, and context, the Visionary listens in the silence, sees with eyes wide shut, and hones a deeply intuitive connection with what needs to emerge. This archetype senses what is just around the bend or just over the horizon and feels energies that offer a kind of inner map. Like the light at the end of the tunnel, the Visionary is called to harness the infinite power of our collective creativity and imagination to offer a future based on stewardship, compassion, and reason.
The Visionary is a brilliant strategist and can imagine possibilities that reach beyond the scope of any one individual life to benefit all of society. The Visionary sees what is possible if certain decisions are made, and it can spot what is inevitable given the choices that have been made in the past. In this way, the Visionary is capable of leading a peaceful revolution fueled by values, ethics, and soul toward a future of equality, meaning, and empowerment.
Imagines the promise and potential on behalf of the greater good.
Everything we do, we do for the common good of our community.
Sees possibilities that reach beyond individuals to benefit all of society.
Thinks in systems and can synthesize multiple data points.
Believes their gift of foresight must be used for the benefit of others.
Leads others toward a future of equality, meaning, and empowerment.
Our programs don’t just produce healthy peoplethey build a happy and healthy community.
Because we value community input, we gather and implement feedback to help form and shape programs that serve everyone.
Our vision to build a stronger community is for the health and happiness of every member.
As we continue to acquire and steward places for meaningful and productive play, we’ll show people what’s possible.
The one-word description for the Caregiver is altruism: the unselfish concern and/or devotion to nurture and care for others. This archetype is motivated to serve and to provide reassurance, advice, a listening ear, and an open heart to support the welfare of others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent, and an excellent multitasker. Able to find the silver lining in any cloud, the Caregiver remains calm in a crisis, makes friends with everyone, and radiates the lightness of optimism.
The Caregiver archetype can be self-directed and can represent self-care in the form of self-acceptance. The Caregiver often gives with no expectation of anything in return, finding meaning in improving the lives of others. This archetype disputes conventional economic thought that the incentives of self-interest reign supreme. The Caregiver believes that it is its responsibility to help others, but this archetype is also motivated to nurture because the action affirms both a sense of self and a particular worldview. The Caregiver wants to live in a world where people take care of one another, a world in which the sense of community provides comfort and confidence, a world without abandonment and aloneness. In first seeking to help others with compassion and generosity, the Caregiver finds satisfaction and meaning in making a difference, however seemingly small, to support others toward greater ease, empowerment, and love. By offering care, this archetype fulfills some basic human needs - empathy, connection, and love.
Able to find the silver lining in any cloud, this archetype radiates the lightness of optimism.
It’s our great joy to uplift everyone because a brighter future is possible for all of them.
This archetype disputes conventional economic thought that incentives of self-interest reign supreme.
We don’t do what we do to serve our own interests. We do what we do to serve others.
Finds meaning in making a difference: to support others toward greater empowerment.
It is our great desire to enrich and empower the lives of others.
Fulfills basic human needs for empathy, connection, and love.
Play is about more than fun. By creating opportunities for play, we give people the opportunity to experience deeper bonds of love and connection.
Finds meaning in improving the lives of others.
We find meaning in making life more fun, healthy, and happy for everyone.
People desire authentic human connection - the kind that moves and inspires them. They want to know others and they want to be deeply known. However, to be known by others requires that we first know ourselves: who we are, as well as who we are not. Defining both areas for our brand helps us speak with greater influence because it establishes clear parameters for how we come across to those we’re speaking to. This clarity helps build familiarity and trust among our people, thus stimulating ongoing engagement, relationship, and loyalty.
In our commitment to inclusion and community enrichment, we invite everyone to join in on the fun of happy and healthy living.
There’s no clearer way to say it: fun is not exclusive. To ensure that every member of our community is able to realize our dream of health and happiness - we commit to principles like accessibility, diversity, equity, and inclusion.
We are champions for community building. Not only do we want to see all kinds of people find entrypoints for play, health, and fun that are meaningful to them, we want to see people create connections with those who they ordinarily would not have had interaction with.
We welcome everyone to experience the joy of play; through whichever programs, activities, or outlets they decide are most meaningful to them.
Although we want everyone in our community to experience happier, healthier living, we recognize that not everyone is as eager as us to dive in. We temper our invitational spirit with a patient and unhurried style, allowing people the time and space to learn all about what we offer, how we operate, and how they find the fit they’re looking for.
Trust is not a product of flash, but of thoughtful and frequent interaction. If we are to actualize our vision for a happier, healthier community, we must be willing to provide instruction, guidance, and direction to members of our community at the pace that is best for them.
Our community trusts us to help them lead happier, healthier lives - and not because we’re anything special, but because we’ve proven ourselves to be dependable.
We are driven by a “by the people, for the people” mindset. Fueled and motivated by our Leisure Services Plan, we’re driven to address community needs and deficiencies. Our department has worked hard to earn the trust of our community, and it’s in this trust that we feel a responsibility to make choices, cast vision, and imagine possibilities that center the needs of our community and puts their interests first.
We’re an integral part of our local government, and for as much as we believe that local government exists to serve the people, we recognize that not everyone sees it this way. Because both legitimate and illegitimate concerns can cause community members to question local government priorities, it’s on us to prove to our community that we exist to make their lives better in everything we do.
Although we’re passionate about what we do, we’re not above or better than anyone else. We just want to make Medford happier and healthier - for residents and visitors alike.
We’re a team of passionate people, utilizing diverse skills and intuitive thinking to make positive things happen. We are nimble, agile, and can pivot as needed in keeping with our overarching goals.
Sometimes local government progress can be tedious. Although we follow an intentional structure and well-defined SOPs (standard operating procedures) - we act swiftly and with wisdom, believing that the good we want to do in our community shouldn’t happen at a glacial pace. We roll up our sleeves and aren’t afraid to work hard or put in long days to achieve our goals.
The pages of this brand book equip us with the ability to speak on behalf of the brand clearly and cohesively, while clarifying who we are, the value we offer, and why it matters to the people we exist for.
Messaging is subtext. It heavily informs how we write copy but isn’t always copy itself. Messaging also informs how creative work should look, feel, and sound. This Key Messaging Framework is where we index the select parts of our messaging that can be immediately utilized as copy, whether for internal or external purposes. Expectations for tone of voice are also clarified in this section by defining what brand character and personality should look and sound like in every expression.
We envision a future where our community is authentically and sustainably strong - where every person is able to experience a happier, healthier life. We see joy apparent in the ways people connect with each other, in the ways they experience nature, and in the ways they participate in play. Gone are the days when a person has nowhere to belong - as they come to feel like our facilities, programs, and outdoor environments belong to them just as much as they belong to us. As we continue to be the heartbeat of the city of Medford and the greater Rogue Valley, we’ll continue to influence positive outcomes everyday so that our community comes to believe that life without our presence is unimaginable.
We elevate the quality of life for the people in our community through parks, activities, and opportunities for play.
We exist to help people experience joy through play.
• Everyperson
We are facilitators of belonging and possibility.
• Child
We inspire joy through play.
• Visionary
We have the foresight to see a better future.
• Caregiver
Our devotion to nurturing health and happiness is unwavering.
• We are Fun, never Exclusive
• We are Welcoming, never Aggressive
• We are Dependable, never Inexperienced
• We are Dynamic, never Glamorous
The City of Medford Parks, Recreation and Facilities Department administers meaningful activities, experiences, and spaces that invite every person in our community to become the happiest, healthiest version of themselves. Knowing quality, safety, and variety are exactly what our region deserves, we provide programs that lead to formational experiences. Because we are supported by our taxpayers for the benefit of our community, we create opportunities for everyone to grow. Every person we encounter can find the meaningful experiences they seek in one of our many par ks or programs.
By providing equal, equitable, and economical access to our parks and recreational programs, we help our community experience the fullness of joy through the wonder of play.
“Our parks, programs, and events are essential to a healthy and vibrant community. Whatever it is you want to do, we can help you do it well and have a blast while you’re at it.”
“We strive for state-of-the-art, wellmaintained facilities - where every person is able to pursue opportunities for personal growth and a thriving life.”
“Your commitment to building a happy, healthy, and strong community is clear. Knowing this, we’re here to partner with you in stimulating growth through competition and play.”
“Find safe, exciting, and high-quality programming for kids of any age. Let us help you help them grow into their fullest potential.”
“We create fun, safe, and meaningful programs for kids of any ability. Parks and recreation exist to bring joy through play for everyone. Let us help you find your family’s fit.”
“Find meaningful, enjoyable programs for every member of your family without sacrificing quality or spending more than you should.”
“Because we value every member of our community equally, we create and administer environments where everyone can experience play, their way. Whether it’s in a park, on a field, or in one of our pools - there’s room for you, too.”
“As a lighthouse for the community, we give guidance, support, and mentorship to all those who wish to experience a fuller life through a more active life.”
“As our region continues to grow, we will continue to develop and steward recreational spaces so that no member of our community ever has to worry about having somewhere to belong.”
• We create places of belonging so every person feels like they belong.
• No matter who you are, where you’re from, or what your ability level is, there’s room for you to play, too.
• Life is a collection of moments, and we’re here to help you make the most of them.
• We make access to play easy and open to all because it’s the right thing to do.
• Each encounter we have with a member of the community is marked by responsive customer service.
• We believe that play creates joy, and we invite everyone to experience it.
• We see the world through the lens of opportunity and believe that what’s best is still coming.
• Because we see goodness and potential in everyone, we want to help them see it, too.
• We help people experience formational moments - moments that define them, remind them of their value, and cause them to dream about their future.
• Play is a right, not a privilege. By trying new things, you discover what’s possible.
• Everything we do, we do for the common good of our community.
• Our programs don’t just produce healthy people - they build a happy and healthy community.
• Because we value community input, we gather and implement feedback to help form and shape programs that serve everyone.
• Our vision to build a stronger community is for the health and happiness of every member.
• As we continue to acquire and steward places for meaningful and productive play, we’ll show people what’s possible.
• It’s our great joy to uplift everyone because a brighter future is possible for all of them.
• We don’t do what we do to serve our own interests. We do what we do to serve others.
• It is our great desire to enrich and empower the lives of others.
• Play is about more than fun. By creating opportunities for play, we give people the opportunity to experience deeper bonds of love and connection.
• We find meaning in making life more fun, healthy, and happy for everyone.
• In our commitment to inclusion and community enrichment, we invite everyone to join in on the fun of happy and healthy living.
• We welcome everyone to experience the joy of play; through whichever programs, activities, or outlets they decide are most meaningful to them.
• Our community trusts us to help them lead happier, healthier lives - and not because we’re anything special, but because we’ve proven ourselves to be dependable.
• Although we’re passionate about what we do, we’re not above or better than anyone else. We just want to make Medford happier and healthier - for residents and visitors alike.
80% of how our brains understand the world around us comes from vision - our primary sense. Additionally, our brain’s biochemistry determines why we consider some visuals more attractive than others. Having a logo that looks nice is not enough. We believe in good design, the kind that captures attention and compels to action.
Logo, typeface and color are all key ingredients to visual identity. The following pages provide clarity and guidance on how to put these elements to good use.
AEGEAN BLUE LIVELY GREEN
AEGEAN BLUE
ADA GREEN
CMYK: 95, 41, 10, 0
PANTONE 7690 C
A primary brand color. (Print)
CMYK: 46, 0, 90, 0
PANTONE 375 C
A primary brand color. (Print)
RGB: 0, 118, 168
HEX (#): 0076A8
CMYK: 95, 41, 10, 0
PANTONE 7690 C
A primary brand color. (Web for ADA compliance)
RGB: 114, 163, 0
HEX (#): 72A300
CMYK: 62, 16, 163, 0
PANTONE 7690 C
A primary brand color. (Web for ADA compliance)
CALMING GRAY COOL GRAY
RGB: 120, 119, 121
HEX (#): 757879
CMYK: 30, 22, 17, 57
PANTONE COOL GRAY 9 C
A secondary brand color.
RGB: 191, 184, 175
HEX (#): C0B7AF
CMYK: 9, 11, 13, 20
PANTONE 7690 C
A secondary brand color.
SKY BLUE
RGB: 0, 167, 181
HEX (#): 00A7B5
CMYK: 81, 0, 23, 0
PANTONE 7710 C
A secondary brand color.
EARTHY RED
RGB: 220, 68, 5
HEX (#): DC4405
CMYK: 0, 79, 100, 0
PANTONE 1665 C
A secondary brand color.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
When printing small, keep it simple.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use the proper format.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
Keep your logo unique.
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool. LOGO USE ICON
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts.
MONTSERRAT BOLD 33 pt / 40 Tracking
BOLD
EXAMPLE OF LARGE INTRO COPY.
Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.
Example of regular information.
CALIBRI BOLD
15 pt
CALIBRI REGULAR
10.5 pt / 15 pt Leading / 110% Width
In a pinch, you can substitute Calibri for Zona Pro. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Zona Pro (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of clientfacing materials.
These images represent how one experiences your brand or how your brand makes them feel. Photos should show people in the presence of others, enjoying their company, and experiencing belonging.
These images showcase scenes where one might see the brand in action. In these situations, utilize images where people are shown doing activities they love or experiencing play.
These images should convey the outcomes one gains after having encountered the brand. For these photos, show people in their moments of joy.
Our language should always be optimistic and forward-thinking. Relationships between local governments and citizens is never guaranteed to be simple or conflict-free. Because of this, the best position we can take–so as to keep the trust we’ve earned–is to always speak in a way that empathizes with the concerns of our community, puts their needs first, and points them toward a future full of possibility and hope.
• “Healthy living, happy people, and a strong community are what matters most to us.”
• “Play produces joy, and we invite everyone to come and play.”
• “We are stewards of the spaces we’ve been entrusted with: parks, facilities, trails, pools, etc.”
• “Parks and recreation are essential to a healthy, thriving, and vibrant community.”
Always positive, respectful, and kind. In a world where basic human decency can be hard to find, we commit wholly to being good, kind, decent people. We carry no ego and we don’t speak in a manner that is brash, loud, or rude. It’s not about being polite - it’s about seeing the inherent worth in people and giving them the dignity they’re due.
We’re built to serve everyone in our community, which is why we create facilities, programs, and opportunities for every member of our community to get out a play. We champion ideas of health and happiness in our community, and it brings us great joy to do so.
We respect and honor the people we’re speaking to, so we never offend, we never demean, and we never use language that is otherwise derogatory, insulting, or vulgar.
