Redesigned NRPA’s marketing materials to keep the professional polish while giving members something they wanted to pick up and read.
Visual Identity
Branding
Print Design
The Brief
The National Recreation and Park Association brought me on as its in-house graphic designer to refresh its marketing materials, from brochures and annual reports to conference programs.
Problem
NRPA’s print materials were clean and professional, but the design felt rigid and wasn’t connecting with members. The organization needed collateral that kept its credibility while feeling more inviting and engaging.
Design Intent
NRPA’s content was dense, so I approached it more visually to make the information easier to take in and understand. A richer, more approachable color palette and dynamic layouts gave the content room to breathe and let NRPA’s large library of member photography take center stage.
Outcome
The refreshed materials earned positive member feedback and helped drive higher conference attendance. The new style also set the direction for a full NRPA rebrand, sparking demand for a modernized logo redesign.
