As the Red Line Parkway Initiative moved from its early development phase into building the trail system, it needed to expand and rethink its public persona and marketing approach. We analyzed the Initiative's brand elements, tone of voice, outreach efforts and clarity of purpose.

In our process we created a refreshed logo, updated color palette, and a type library expansion. We crafted new and clearer messaging for website and newsletter outreach, built out a suite of digital asset templates for social media, fundraising and other applications, and developed an illustrated trail map, focusing on the unique connections between communities that the Parkway offers.