White River State Park faced a unique challenge: people knew about its attractions, but didn’t necessarily understand that they were all located inside the nation’s largest urban park. Our challenge was simple: How do we sell the scale of the park, while also celebrating its partner organizations? With that, we got to work.

Our creative team saw an opportunity to carve out a unique brand platform that served the Park’s partners without losing its own identity in the process. Our creative solution and platform messaging invited visitors to come down and experience the Park’s 250 acres of the world in exciting new ways. It was part rallying cry, and part call to action. Whether it was a lunchtime stroll along the canal, a family picnic in the park, a nine-inning evening with friends, there were millions of opportunities to make a day of it at White River State Park. And this new brand campaign showed audiences that, asking them a simple question: Are you river ready?