NYC City Parks | SummerStage

Brand Transformation | Executive Creative Direction | Integrated Campaign

Summary:
City Parks Foundation brings New Yorkers together through arts, sports, and education programs across the city's parks, including its celebrated SummerStage series.

As Executive Creative Director, I led the creative team behind a comprehensive rebrand designed to build awareness, increase participation, and create a more cohesive identity across City Parks Foundation's programming.

The transformation introduced a vibrant, unified visual language across a new website, video, social media, broadcast, out-of-home advertising, event branding, and promotional materials. Following the rebrand, event attendance increased by 150%, demonstrating the organization's growing ability to connect New Yorkers with its programs and experiences.

Innovation & Impact:

• 150% Attendance Growth: Event attendance increased 150% following the rebrand.

• Organization-Wide Transformation: Established a cohesive brand identity across City Parks Foundation's programs and experiences.

• Integrated Creative System: Connected digital, broadcast, outdoor, social, and physical event experiences through a unified creative approach.

• Digital Experience: Introduced a redesigned website and promotional content to strengthen program visibility.

• Community Engagement: Repositioned New York's parks as vibrant destinations for arts, culture, sports, and education.

Key Roles:

• Executive Creative Director: Jarek Carethers

• Creative Director: Emilio Ayala

• Art Director: Nicholas Anglin