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City Parks Alliance

Web Design

City Parks is on a mission to create more vibrant and equitable citys through parks and green spaces. As part of the Social Driver team I had the opportunity to help bring new life to the brand and revitalize an aging website.

City Parks logo

Energy, inspiration and thought leadership

Urban green spaces improve quality of life (period). They are a universally accessible way for cities to promote both mental and physical health being. They literally give life and energy to urban spaces. So when we took on this refresh we aimed to instill the brand with a fresh sense of vibrancy.

Color is a primary method to achieve this end. Leveraging the earthy tones with an energtic green the design naturally feels well… natural. This is offset with cool blues and navies that are more reminiscent of the urban skyline.

Custom iconography was created with simple line vectors and rounded caps feeling professional but not unwelcoming. Alonside the icons, an illustration style was defined that could be used as spot graphics or texture. These illustrations are playful in nature, causing the whole site to feel more accessible and welcoming.

The clean typograhy, playful illustrations, authentic photograhy and a refined color pallete all work in concert to create a professional, yet accessible visual aesthetic.

Custom iconography created for the refreshed brand

Handdrawn flat illustrations

Illustration style: equal parts nature, recreation and urban

Color palette featuring rich earthy tones

Refined color palette brings in those nature feels

Grid of City Parks page designs showing both breadth and consistency in designs.
Girl on a field overlooking a city.
Aerial view of a park nestled in an urban region
"The Social Driver team handled our compressed timeline, scope of the project, and extensive integrations, delivering the site on time and on budget. Their professionalism, clear communication, proactive thinking, and project management helped us meet the shared goal of digitally reintroducing ourselves at our Greater & Greener conference. We look forward to our continued partnership."

Tom McCann

Director of Communications and Marketing
City Parks Alliance

City Parks homepage design
City Parks membership page design

The Proof is in the Pudding

Post launch the redesigned City Parks Alliance website saw a 10% increase in sessions, a 26% decrease in bounce rate and a 15% increase in pages viewed per session. In other words, more people are visiting the site and are choosing to stick around.


Increase in Sessions


Decrease in Bounce Rate


Increase Pages Viewed/Session

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