Every city has a Parks & Recreation department. That means you probably have a good idea of what they do. Except New Rochelle, NY's parks and recreation are not like every other city.
With more than 370 acres of parkland and five unique bureaus operating under the Parks & Rec umbrella, Crafted stepped up to the challenge of rebranding and positioning this emerging city's all-inclusive department as a leader in nature-filled, waterfront lifestyle within the metropolitan area.
Crafted approached the extensive department challenge by establishing a cohesive branding system that supports each bureau's offerings, while promoting a sense of community throughout the city's culture. We worked closely with each team through a series of collaborative workshops to establish a unified story and visual approach.
The team created a personality, color palette and art direction for each bureau within the NRNY Parks & Rec overarching brand.
In addition to the 37 parks within the city, one of the largest operating marinas also lives in the heart of downtown New Rochelle.
Working under Parks & Rec, the Youth Bureau branding takes on the look and feel of its department's goals—mentoring and nurturing the future of the city's youth.
With the impressive waterfront span and numerous parks and event spaces, the Recreation department encompasses everything from fireworks extravaganzas to stadium sports tournaments.