Integrated branding program for Parks Canada
Creative direction, integrated brand development, writing
About the Project
Parks Canada’s former brand was seen as “brown, boring and bureaucratic”. Visits to national parks and historic sites were trending downward. This revitalized integrated branding design system reenergized their brand and marketing strategy with a fresh new tone of voice and approach to publication design, advertising and copywriting. It modernized their image and dramatically boosted their visibility and relevance with Canadians.