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Kentucky Parks and Crafts: Brand, Website, and Marketing

The state of Kentucky has one of the largest state parks systems in the country. The 49 state parks offer their own unique spin on nature. The mission of the Kentucky State Park Foundation is to connect people to the outdoors and ultimately, to help them experience our beautiful state and all it has to offer. The Kentucky State Parks Foundation is a nonprofit organization that supports Kentucky State Parks through private donations, with the goal of getting today’s digitally-focused youth to experience the beauty of nature.

Campaign Strategy Identity Design Website Design and Development Project Management Production Media Planning and Activation


Raise civic pride and funding

Historically, the Foundation relied on a large endowment, but that money was dwindling, so there was a strong need to raise awareness and funds. The challenge was how to do this in a way that not only raised funds but also inspired pride in the parks and eliminated confusion between the Kentucky State Parks Department and the private foundation.


The power of nostalgia and great design

We reached out to Kentucky artists and designers to create a poster series that would rekindle nostalgia for Kentucky state parks. Sixteen parks were strategically chosen as they had the strongest following and attendance. To manage distribution, a partnership was created with a statewide retailer and several boutique stores. The project was coined Kentucky Parks & Crafts and through great partnerships, we created a huge reach on social media, which promoted the parks and the products organically, further adding legitimacy to the cause.



Small donations make a big impact

The campaign successfully heightened awareness of the foundation and raised over $50,000. The poster art has expanded into T-shirts and other products. Now the Kentucky State Parks Foundation reaches a younger generation who might not be able to afford to give a large donation, but who could certainly pay $20 for a poster and become a lifelong supporter and visitor of the parks.

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The Fieldtrip team breathed life into our organization with their ideas and enthusiasm. From the beginning, they engaged with us in a way that allowed all sides to feel comfortable. Furthermore, they encouraged dialogue with creative thinking and quickly moved forward with our agreed-upon action steps. We are so proud of Kentucky Parks & Crafts and look forward to building on the success of this partnership.

Molly Caldwell
Posters Sold
T-Shirts Sold
$ 60 K+
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American Advertising Federation (AAF) Addy Louisville Gold: Integrated Media Public Service Campaign American Advertising Federation (AAF) Addy Louisville Gold: Public Service Brand Elements American Advertising Federation (AAF) Addy Louisville Silver: Public Service Online American Advertising Federation (AAF) Addy 5th District Gold: Integrated Media Public Service Campaign American Institute of Graphic Arts (AIGA) Award: Campaign American Institute of Graphic Arts (AIGA) Honorable Mention: Branding