Audience & Messaging: The Parks’ Story as the Hero
Visual Identity, UI/UX Design, Web Development, Logo Design + Style Guide
A key directive within the RFP is the suggestion to use the StoryBrand framework to make marketing messages more engaging and user-focused. This is a powerful strategic tool for nonprofits, as it shifts the narrative from focusing on the organization itself to focusing on the audience. Instead of telling the story of the Friends of the Public Garden, we will tell the story of how the organization helps the community and the parks thrive. This approach positions the visitor, the supporter, and the donor as the hero of the story, with the Friends of the Public Garden serving as the expert guide.
Approach
Infusing a fresh twist to Friends of the Public Garden colors , we created a balanced palette with a bold but refined impact. Clean sans-serif typography with a clear hierarchy enhances readability and directs attention. High-quality parks community and imagery supports FPG’s premium, sustainable ethos. Together, these elements reinforce Friends of the Public Garden’s commitment to community and commitment.This refreshed visual identity for the Friends of the Public Garden is designed to support the new growth strategy. We developed a balanced color palette with a bold, yet refined, impact. Clean, sans-serif typography with a clear hierarchy enhances readability, and the use of high-quality imagery of the parks and community reinforces FPG’s mission to “renew, care, and advocate” for Boston’s green spaces. This cohesive design strengthens the brand’s identity and its commitment to community-led stewardship.
to-Donor-Pathway
Tiered Membership Model
Co-Design for Inclusivity
A Partnership Built on Creativity and Impact.
This isn’t just a website redesign; it’s a strategic vision to create a dynamic digital platform that reflects your mission and values. The goal is to accurately highlight the full scope of your work and serve as an “open invitation” to Boston’s iconic parks. By focusing on a seamless user experience and intuitive navigation, we will ensure that park visitors, supporters, and donors can easily engage with your organization. Our approach will make the parks’ story the hero, positioning your community as the protagonist and the Friends of the Public Garden as the expert guide.
Our detailed, five-phase plan is designed to be a comprehensive and collaborative effort, culminating in a complete website launch by June 2026. We start with a critical discovery phase to lay a solid foundation, followed by a creative visual and content strategy phase to bring your vision to life. The core development phase focuses on building a functional, robust site, including all necessary third-party integrations and custom functionality. Finally, we conduct rigorous testing and provide long-term support to empower your team for years to come.
We are not a mass-market web agency, and our unique strength lies in our creative vision. With a strong background in visual communication, we understand that a generic template won’t capture the unique essence of your mission. We will “breathe new life” into your digital platform through unique art, original design, and emotionally resonant visuals that make the parks the hero of your digital story. We are confident that our blend of artistic vision and strategic execution will deliver a website that truly engages and inspires your audience.
Our proposed investment of $44,850 falls squarely within your specified budget range of $40,000 to $45,000, and every dollar is meticulously allocated to provide maximum impact and value. We’ve prioritized core functionality and strategic goals, allocating the majority of the budget to the build and integration phase where the most complex technical work will be done. This investment ensures a robust foundation for future growth while delivering a powerful tool for stewardship, advocacy, and community engagement from day one.
Background Textures & Overlays
FPG: Color Palette & Icons
HEX #4F7942
RGB 79, 121, 66
CYMK 35, 0, 45, 53
HEX #1C1C1C
RGB 28, 28, 28
CYMK 0, 0, 0, 89
HEX #DD5C35
RGB 221, 92, 53
CYMK 0, 58, 76, 13
HEX #2E1A0A
RGB 46, 26, 10
CYMK0, 43, 78,82
Friends of the Public Garden: Style Guide
A Voice That Connects and Inspires
The FPG strategic brand voice is designed to be passionate, welcoming, and empowering, inspiring a sense of collective responsibility for Boston’s historic green spaces. The tone is evocative and poetic, painting a picture with words to help the audience not just see, but feel, the experience of being in the parks. We crafted messaging that is both knowledgeable and inspiring, encouraging people to move from passive admirers to active stewards of the parks.
