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. Potential donors needed to know that.

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

The “Central to the Park” rebrand included a new visual identity, print, OOH, digital, video, an app, and new uniforms for Conservancy staff, all built to show New Yorkers who actually takes care of the Park.

THE IMPACT
Awareness of the Conservancy went up, and membership and funding grew after the rebrand.