City of Tucson
Parks & Recreation
A COVID lesson learned: the hunger for accessible and green public spaces is critical to well-being and respite. So, when Tucson Parks and Recreation Department leaders approached Kaneen and said, “We want our new mobile recreation van program to look fun, interesting for all ages, fresh and bold,” the Kaneen team did the happy dance. Over months, we worked with Ward offices and Parks & Recreation to develop all elements of the Ready, Set, REC! program, helping to bring fun and safe activities to local parks in the wake of COVID closures.
Ready, Set, REC! Name & Mark
Our team researched and benchmarked other mobile recreation programs for inspiration, interviewed Parks & Recreation staff, and facilitated an internal brainstorming session for the new name and mark. The new name/mark incorporates an existing color palette with a more contemporary typeface, punctuation, and a declarative pop of green.
Ready, Set, Rec! Vehicle & Trailer Wraps
Armed with feedback and van dimensions, the Kaneen creative team tackled the design of the vehicle wrap. Specifically, each wrap has desert-related sunset hues, social media links, City of Tucson & Parks logos, and 10 icons that reflect fun activities inside each van. Trailer wraps complement the van design. We worked with a local wrap vendor, with the Kaneen designers overseeing QC and installation, all away from the public eye to build excitement for the big reveal and program kick off.
A Unique Van Hood for Each City Ward
The goal: Dedicate a Ready, Set, REC! van and Parks team to each ward’s parks and gathering spots on a regular schedule with activities customized by ward & park. We conducted Zoom feedback sessions with six Ward offices to collaborate on the design of a unique hood – van real estate that is never covered by sliding doors and appears in rear view mirror!
Transit & Print Ads
Our team worked with the Parks & Recreation Marketing Manager to design teaser transit and print ads that had a consistent look and feel and tapped into the immediacy of ‘finding the van’ on social media.
Public Outreach Goes Green
During the last 18 months, the Kaneen has brought COVID-safe in-person public outreach to local parks: public updates on the Grant Road Improvement Project Phase 5 & 6 at Tahoe Park and La Madera Parks that Kaneen organized with Parks & Recreation staff, set up, vendor coordination, postcard notification, specific outreach to task force members and HOAs, staffing, and break-down. Plus, as part of the Community Conversation Outreach team, we coordinated bilingual intercept surveys at the Gene C. Reid Park.