Jamaica Bay Rockaway Parks Conservancy Communication Kit
research & visual design
INTRODUCTION
JBRPC is a public-private partnership dedicated to improving public parkland throughout Jamaica Bay and the Rockaway peninsula. With its partners at the National Park Service, the New York City Department of Parks and Recreation and the New York State Parks, Recreation and Historic Preservation, JBRPC works to expand public access; increase recreational and educational opportunities; foster citizen stewardship and volunteerism; preserve and restore natural areas, including wetland and wildlife habitat; enhance cultural resources; and ensure the long-term sustainability of the parklands.
Learn moreteam
1 Client lead
1 Project Manager
1 Researcher
1 Visual designer
my role
Researcher
Community research
timeline
Mar 2022 - May 2022
Client
Jamaica Bay Rockaway Parks Conservancy
overview
What's the problem?
One thing they struggle with is the size of their mission and how to effectively communicate that mission in an efficient and visually impactful way – they are in need of an organizational visually engaging communications toolkit that can do just that.
What's the solution?
We helped JBRPC redefine the visual language and made them into a cheat sheet for internal team members to quickly preview and apply, allowing for consistent communication.
Is the mission that JBRPC wants to convey consistent with what visitors feel?
discover
Internal research overview
How would we describe the Conservancy?
What message do we want to convey?
What tools should go in the toolkit?
We first distinguished the brand spirit/mission within the team, and researched separately how the pain points within the team differed from the pain points visitors encountered in the park. Finally, we thought about how our deliverables could influence the internal team to ultimately enhance the visitor experience in the park.
Co-design with internal team
Due to the pandemic, we were only able to hold online workshops through figjam.
What we heard
Messages they want to convey
1. Stewardship & Restoration
2. Education & Research
3. Public Programming
4. Planning, Design & Construction
Visual needs
1. Visually Engaging
2. Energetic Colors
3. Big Bold Typography
4. Transitions and Diversity
Community research helps us better understand the needs of local residents and visitors
discover
Field research question
What do you like about this park?
Are you familiar with JBRPC?
What more do you want to know about JBRPC?
We want to know if people's feeling of JBRPC is consistent with what the JBRPC wants to convey. Did they feel what the conservancy wanna convey? How the visitors feel about the relationship between different parks. And definitely Park goers’ needs, help us to decide what should we put in the deliverable.
4 Insights we got
Insight 1: Visitors Seek Out Spaces for a Variety of Activities
“To be honest, there are other interesting places in parks that many people don't know about”
“Some places are good for relaxing and some places are good for viewing.”
Insight 2: Changing SeasonsAllow for Diverse Experiences
“I do not know how to answer the feeling of JBRPC, because of the different season, the feeling will change.”
“In the summer, the atmosphere on the beach is completely different.”
Insight 3: JBRPC Connects Park Stories Together
“But this isn't JBRPC. This is Jacob Riis Park.”
“Because I’m resident here, I am well aware of the relationship between each park, but I am sure that most visitors are not.”
Insight 4: Visitors Want to Learn about the Parks
“Whenever I pass these buildings, I wonder what they were used to do.”
“Every time my kids ask me what these buildings are, I don't know what to say.”
Our focus
How might we make it easier for visitors to engage with the diverse spaces and activities that JBRPC sustains?
Design
Typeface we chose
POPPINS
Clear geometric forms for easy legibility
Multiple weights for diverse uses
Rounded curves reminiscent of shorelines
Google font that is free and easily available
Colour Palette
Changing season
JBRPC brings visitors a different experience in each season, and we have developed different theme colors according to the different seasons.
Logo usage
For different use scenarios, the corresponding visual specifications are developed.
Cheat sheet
We helped JBRPC redefine the visual language and made them into a cheat sheet for internal team members to quickly preview and apply, allowing for consistent communication.
Toolkit in use
Goal of the toolkit
1. To create an overview and understanding of JBRPC
2. For park visitors or to share at events
3. Opportunity for the content, along with the design, to address research insights
Interactive game
Goal of the interactive game
1. Can be added to the pamphlet whenever needed
2. A more engaging way to communicate with visitors
3. Serves as a learning tool
4. Guides visitors through the parks
Thank you.
BREAKDOWN OF THE PROBLEM
各个产品间的分离感
Toys, picture books and videos are currently viewed as separate commodities that cannot be effectively integrated into a systematic learning experience.
定制化需求无法被满足
The current commodity subscription model cannot meet the differentiated content needs of parents and children.
家长的低参与度
Inadequate parental involvement, lack of understanding of curriculum concepts and parenting learning skills.
Rethinking educational philosophy in the new age
Follow the rules vs. Make mistakes
Fixed development vs. Personality
Fully immerse vs. Parent's own consciousness
More flexible use of time and a sense of interaction
From DVDS to live classes on mobile phones
The use of fragmented time
Screen addiction anxiety
Learning with the Chinese characteristics
Forward deployment
No more emphasis on subjects
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