NR Parks & Rec
Branding Parks & Recreation
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.
Services
Industries
Adaptable Design
A Flexible Brand Across 5 Bureaus
The team created a personality, color palette and art direction for each bureau within the NRNY Parks & Rec overarching brand.
Brought to Life Through Many Avenues
The rebranding of the City of New Rochelle Parks & Recreation Department aims to modernize its image, increase community engagement, and enhance the overall visitor experience. The goal is to create a fresh and unified identity that reflects the vibrant, diverse, and dynamic nature of New Rochelle’s parks and recreational programs.
Worn Proudly
As part of the comprehensive rebranding of the City of New Rochelle Parks & Recreation Department, the apparel initiative will focus on creating a fresh, unified look for staff, volunteers, and participants. The goal is to design functional, stylish, and high-quality apparel that represents the values of the department while fostering a sense of community and pride among residents and visitors.
Officially Implemented
The rebranding of the City of New Rochelle Parks & Recreation Department’s stationery aims to align all written communications with the department’s updated visual identity. This initiative will create a cohesive and professional look across all printed materials, enhancing the department’s image and ensuring that all correspondence, promotional materials, and event documentation reflect the department’s mission of community engagement, recreation, and sustainability.
On The Go
The scope of this project includes the redesign of all department-owned vehicles, such as maintenance trucks, service vans, event transportation vehicles, and any other vehicles used by staff. The new vehicle branding will reflect the department’s updated visual identity, including the new logo, color palette, and typography, ensuring a consistent and polished look across all mobile assets.
In The Parks
This rebranding initiative also involves the redesign and replacement of all outdoor and indoor signage related to New Rochelle’s parks and recreational facilities. This includes directional signs, informational signs, entry signs, event signage, and facility-specific signage. The new signage will reflect the updated logo, color scheme, typography, and branding guidelines, ensuring a cohesive and professional appearance across the department’s facilities.
On Full Digital Display
Large, prominent entrance signs at key park locations and recreation centers featuring the updated logo, color palette, and clear messaging to welcome visitors.
New Marina, New Look.
Diving Into New Waters
The rebranding and renovation of the marina waterfront area includes signage, infrastructure, landscaping, and recreational facilities. The goal is to provide a seamless and cohesive experience for residents and visitors, reflecting the updated visual identity of the department and creating a welcoming atmosphere along the waterfront.
Big Change for a Big Marina
In addition to the 37 parks within the city, one of the largest operating marinas also lives in the heart of downtown New Rochelle. The rebranding of the City of New Rochelle’s marina aims to revitalize this key waterfront area, creating a vibrant, modern, and welcoming environment for residents and visitors. The goal is to enhance the marina’s aesthetic appeal, functionality, and community engagement while incorporating the new Parks & Recreation Department branding. This initiative will reflect the city’s commitment to sustainable development, recreational opportunities, and a strong connection to the waterfront.
Your Gateway to the Sound
This rebrand focuses on the complete rebranding of the New Rochelle marina, including design updates for signage, amenities, marina facilities, and public spaces. The branding will incorporate the updated logo, color scheme, and typography of the Parks & Recreation Department, ensuring a unified and attractive appearance across the site.
Formalized in Print
All Marina employees received custom branded stationery materials to roll out the new look.
Cool Swag for Marina Staff
Introduction of branded merchandise, such as t-shirts, hats, and accessories for sale at the marina or local events. These will help promote the marina and provide visitors with souvenirs that strengthen the brand’s identity.
Driven By Style
A rollout of new vehicles and renovation of the marina’s amenities (e.g., restrooms, snack bars, public seating areas) with updated, branded designs and environmentally friendly materials that align with the sustainable goals of the rebranding.
Dock and Pier Makeovers
Updated dock signage, pier markers, and boat slip identifiers that reflect the new visual identity while maintaining clear functionality for boaters and marina users.
Parks & Rec Youth Bureau Branding
Engaging the Youth
This Youth Bureau refresh will include the complete rebranding of the New Rochelle Youth Bureau, encompassing its logo, visual identity, digital platforms, printed materials, and promotional efforts. The rebranding will create a unified, contemporary look that speaks to the youth audience while reinforcing the Bureau's commitment to inclusivity, empowerment, and community.
Your Choice. Your Path. Your Future.
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. A new logo that reflects the youth-oriented mission of the Bureau, using modern design elements, vibrant colors, and empowering symbols. This will represent a fresh, welcoming, and dynamic image that resonates with young people.
Dressed for Success
Introduction of branded merchandise (t-shirts, hats, water bottles, etc.) for youth participants, staff, and volunteers to create a sense of belonging and pride in the Bureau’s programs. These items can also serve as promotional tools at community events.
Recreation Bureau Rebrand
Recreation at the Center
The rebranding of the City of New Rochelle Recreation Bureau aims to modernize the department’s identity, improve its visibility, and strengthen its connection with the community. The goal is to create a unified and engaging brand that reflects the department’s commitment to offering diverse recreational opportunities, fostering community engagement, and promoting health and well-being for residents of all ages.
Your Favorite Time of the Day
With the impressive waterfront span and numerous parks and event spaces, the Recreation department encompasses everything from fireworks extravaganzas to stadium sports tournaments. Development of a fresh, modern logo that encapsulates the department’s mission of community engagement, recreation, and sustainability. This will include a new color palette, updated typography, and brand design elements that evoke a sense of energy, inclusion, and active living.
Safety First Apparel
Introduction of branded apparel (e.g., t-shirts, hats, water bottles) for both staff and the community, reinforcing the department’s identity. Merchandise can also be sold or distributed at community events to increase visibility and foster a sense of pride in the department’s programs.
Stadium and Field Signage
Consistent, branded signage across parks, recreation centers, and public spaces. This will help create a unified and welcoming atmosphere that reflects the new visual identity of the department. Signage updates will include directional signage, event banners, and facility markers.
Impact
Amazing Results
- Increase in annual recreation events
- Amplified marina boat rental and storage
- A happier and healthier community
