In 2021, the San Antonio Parks Foundation (SAPF) celebrated its 40th anniversary. Despite its long-standing dedication to enhancing the city’s parks, many people remained unaware of the Foundation’s work in raising funds and creating events that benefit San Antonio’s green spaces. Often confused with the municipal San Antonio Parks and Recreation Department, SAPF needed a distinct identity to highlight its unique contributions.

Parallel was challenged to develop an integrated campaign that would define who the SAPF is, give their activities a cohesive identity, and engage both the general public and potential donors with memorable and distinctive creative assets. From logo to website to event signage and swag, Parallel unified the work of the Foundation with visual and verbal language that balanced friendliness and a good-natured spirit with professionalism and authenticity.

The “Go All Out” campaign was created to embody the enjoyment of the outdoors while promoting long-term stewardship of San Antonio’s unique heritage and green spaces. Parallel’s approach was hands-on, getting boots on the ground to understand the Foundation’s great work firsthand. This deep dive allowed for a fresh branding approach that truly represents the spirit of the organization.

The result was a new logo, positioning language, website, and related collateral that celebrate the SAPF’s mission. These efforts unified its wide-ranging events, programs, and conservation efforts, ensuring that the Foundation’s behind-the-scenes work could gain the recognition and financial support it deserves. Thanks to Parallel, the SAPF now has a cohesive identity that not only celebrates its 40-year legacy but also positions it for continued success in the future.

About us: We are Parallel. Our name represents our belief that success is a direct result of people and ideas being in alignment: our team, our clients, our vendors, all working in sync alongside each other as partners towards a common goal. As a brand agency, our core passion is to help bring order, consistency, and creativity to the brands we work on.