DC DPR - REC FOR ALL

CLIENT BACKGROUND:

The DC Department of Parks and Recreation's Rec For All program aimed to promote inclusivity and accessibility to recreational activities for all residents. My agency was tasked with creating a comprehensive ad campaign to raise awareness about the program and its benefits. This case study highlights the design process, challenges faced, and the successful execution of the campaign across various media channels.

OBJECTIVE:

Designed and executed a multi-channel public awareness campaign for Washington, DC’s Department of Parks and Recreation “Rec For All” initiative. The campaign was developed to promote expanded access to recreational programs across diverse communities, ensuring strong visibility across both physical and digital environments.

APPROACH

Built a modular visual system designed to maintain consistency across large-scale and digital applications. Focused on bold messaging, clear hierarchy, and adaptable layouts to ensure clarity and impact across all touchpoints.

EXECUTION

Developed a fully integrated campaign system deployed across multiple platforms:

• Transit & environmental design (bus wraps, large-format banners, standing displays)

• Digital marketing assets (web ads, social media templates, responsive banners)

• Motion and video content (15-second digital spots and a 30-second television commercial)

RESULT

Delivered a cohesive campaign system deployed across transit systems, public spaces, and digital platforms throughout Washington, DC. The work ensured strong visibility, consistent messaging, and a unified brand presence across all campaign touchpoints. Designed for city-wide deployment, reinforcing accessibility and community engagement through consistent, high-visibility campaign execution.