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Dallas Park & Recreation

Project Type



The City of Dallas Park & Recreation Department operates and manages one of the largest park systems in the country. With over 400 parks totaling more than 21,000 acres and 41 recreation centers, the department also manages and maintains a vast network of athletic fields, playgrounds, a trail network, tennis facilities and golf courses. The department needed a clear plan to follow in order to improve the process and synchronize their efforts to market and promote such a wide variety of properties. The Park and Recreation leadership team hired SDA based on its successful history of developing branding campaigns for other City of Dallas departments such as the Kay Bailey Hutchison Convention Center, The Dallas Streetcar Project and Texas Horse Park at The Trinity.


Working closely with the Park Department leadership team, SDA developed a comprehensive marketing plan and a recognizable branding campaign that provided a consistent message and visual identity for the varied components of the department. The campaign consists of a new logo, messaging, color and font system. We also helped develop digital and print marketing materials, along with specialty wearables and a comprehensive signage system. Together, this new collection of branded materials has helped the Park Department establish a more unified, familiar presence and build stronger connections across Dallas’ vast and diverse population.

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