The Parks Department wanted a unified citywide awareness campaign to promote NYC Parks. By elevating the traditional leaf-symbol into the phrase “GO Park” we created a branded framework for multiple messages: short motivational phrases, complemented by silhouetted single images, that show the variety of what people can experience and enjoy in the parks. The work was featured on posters, postcards, t-shirts, bus shelters, subway platforms and social media – with New Yorkers encouraged to post their own favorite park photos.