Love MPLS Parks

Brand Identity, Website
Close-up view of Minnehaha Falls in Minneapolis, Minnesota
Parks help connect people with nature and each other, but the stewardship of our green spaces is often assumed. Love MPLS Parks was created to inspire people to explore, promote, and preserve Minneapolis parks through the sale of parks-branded merchandise. 50% of all profits are donated to the People for Parks Fund at the Minneapolis Parks Foundation.

Minneapolis Parks are threatened by unstable and inadequate funding sources. Love MPLS Parks was created to generate a new dedicated revenue stream, help engage citizens as park advocates, increase the use and recognition of park amenities, and give park visitors an opportunity to display their support.

In addition to the online store, Posters for Parks is an annual one night, pop-up gallery featuring limited edition posters created by local artists and designers. Poster sales are split 50/50 between the artists and the parks.

objectives

Create parks-branded, print-on-demand apparel and merchandise to generate a new revenue stream for MPLS Parks.

Promote and preserve the award-winning Minneapolis park system.

Launch a social enterprise that encourages people to purchase with purpose.

results

Between online sales and the Posters for Parks show, more than $65,000 has been donated to support Minneapolis parks. The work has received awards and local media coverage. And the concept has expanded into two additional cities, with plans to launch a store to benefit Minnesota parks and trails.

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