NYC Parks
NYC Parks is the steward of nearly 30,000 acres of land—14 percent of New York City—including more than 5,000 individual properties.
Project Role
As the in-house design team, our primary goal was to discover engaging and inclusive ways to promote our brand. Throughout our tenure, we played a pivotal role in designing diverse elements including merchandise, uniforms, events, murals, marketing materials, vehicle graphics, and citywide ad campaigns.
Team
Natives // Graphic Design + Photography
Vanessa Valdes // Art Direction
Murals
OOH
Event Design
Branding
Murals
Cool Pools NYC
Since 2018, the Cool Pools NYC initiative has upgraded 16 outdoor pools that had no major renovation since they were built in the 1970s, giving New Yorkers the chance to experience an old neighborhood amenity in a new way. The upgrades featured fun summer-themed murals, relaxing lounge chairs, cabana-style shade structures, lush greenery, and free poolside activities and fitness classes.
Team
Natives // Designer + Painter
Vanessa Valdes // Art Director + Painter
Pool Locations
Staten Island
Before
After
New Wave Pier
Inspired by the success of Parks’ Cool Pools NYC initiative, New Wave Pier transformed the grey, underutilized concrete walkway along the FDR into a fun waterfront space with new features and a bright technicolor treatment.
The activation gives the pier a colorful new paint job, new passive turf areas, picnic tables, and fence banners, making it a destination for New Yorkers to enjoy picnics, walk along the East River, and watch the ferries go by.
The project also includes small signs along the waterfront railing inspired by the nearby United Nations Headquarters that translate “Wish you were here” into more than 25 of the languages spoken in New York City.
The design recalls the bright colors and quirky patterns of the 1980s, with Parks’ designers taking inspiration from Keith Haring, Saved by the Bell, and Duran Duran to bring some fun nostalgia to the pier. The name, “New Wave Pier,” gives a nod to the pop/rock music genre that was born out of this era, as well as the site’s location along the highly trafficked East River.
Branding
Within the framework of NYC Parks' brand guidelines, we managed design projects comprehensively, collaborating directly with various divisions within the Agency and external partners or agencies from concept to completion.
Event Design
The Marketing and Special Events Division is responsible for producing and designing Parks’ 4 annual events. As a part of MSE, the studio was responsible for all branded event materials such as flyers, posters, invites, digital campaigns, awards, staff credentials, uniforms, wayfinding signage, and citywide ad campaigns promoting the event. We were also responsible for photographing the Agency’s 4 annual events.
WinterJam 2017 Logo
Winter Jam 2018 Stage Banner
Winter Jam Logo 2019
Event Photography for Fall Field Day
Adventures NYC 2019 Banner
Mulchfest Buttons
Mulchfest Step & Repeat
Mulchfest Banner and Tote Bag
Street Games Yoyo's
First Annual Bronx Fit Fest
Fall Field Day Step & Repeat
Street Games Stage Banner
Street Games Photography
Fall Field Day Staff Uniform and Credentials
OOH
We developed all out-of-home media for various citywide digital and printed ad campaigns including WildlifeNYC, Cool Pools NYC, Mulchfest, and NYC Lifeguard Program.
Cool Pools LinkNYC Campaign
Cool Pools NYC Payphone Ad
WildlifeNYC Spring Citywide Campaign
Cool Pools NYC Bus Shelter
WildlifeNYC Fall Taxi Ad
WildlifeNYC Fall Subway Ad
WildlifeNYC Fall Bus Ad
WildlifeNYC Fall Taxi Ad
WildlifeNYC Fall Subway Ad
WildlifeNYC Fall Subway Ad
WildlifeNYC Fall Taxi Ad
WildlifeNYC Fall Billboard Ad
WildlifeNYC Fall Subway Ad