Earlier this year we partnered with the Washington State Parks Department to refresh their brand with a new tagline and corresponding brand identity package. It was a project we were super excited about because the Washington State Parks hold a special place in each of our hearts – fond memories of crabbing at Birch Bay, windsurfing at Maryhill State Park or camping at Deception Pass State Park.  We felt connected to the project and passionate about sharing our fondness through an exciting campaign. Tapping into the breadth of our parks and the diverse activities offered at the over 100 state parks, our campaign would need to speak to a diverse audience, from those who loved boating to backpacking to camping to snowshoeing to learning, and all the park pursuits in between. Through extensive audience research, small focus groups, and large stakeholder surveys (and probably hundreds of lattes), we created a fresh tagline that perfectly resonated with us and all of the park goers we sought to connect with: Embrace Your Nature. It celebrates the pride Washingtonians feel about our parks and our state’s natural beauty. At the same time, it resonates with a diverse park-going audience, celebrating that Washington State Parks uniquely offers a way for us to both embrace our own and our shared nature. We love that it encourages a little self-interpretation and reflection. We also tapped into our inner rock stars to write and produce a jingle! You can now hear the catchy tune in commercials and on the radio throughout the state. Have a listen and check out the latest TV spot: Embrace Your Nature - v02 from KIRO 7 Production on Vimeo. The comprehensive brand identity system we developed, including a cohesive set of brand guidelines for the Parks’ various print pieces, event materials, and website, allowed our clients to easily roll out and implement the new brand. And finally, we worked with the Parks team, including rangers and programming specialists, and a talented illustrator, to revamp the look of the Junior Ranger program. Introducing Bagley Beaver and his friends Wallace and Ruth: So all you snow bunnies, cold weather lovers and fall leaf chasers, go on and Embrace Your Nature today… at Washington State Parks. For more featured campaigns and fun happenings connect with us on Facebook and Twitter!