CENTRAL PARK CONSERVANCY: Rebranding

THE CHALLENGE

Central Park looked so pristine that most New Yorkers assumed the city paid to keep it that way. In reality, 85% of the Park’s operating costs came from private donations to the Central Park Conservancy.

THE SOLUTION

We gave the Conservancy a new identity and a simple message: keeping Central Park beautiful doesn’t happen by accident.

The “Central to the Park” rebrand included a new visual identity, print, OOH, digital, video, an app and even new uniforms for Conservancy staff, all designed to make the organization and its role in maintaining the Park more visible.

THE IMPACT

The campaign significantly increased awareness of the Conservancy, while membership and funding grew following the rebrand.