Scissortail Park

More than a park, it’s place for play, culture, wander, celebration and inspiration — for everyone.

Background

Scissortail Park is a 70-acre public space in the heart of Oklahoma City. The park branding committee launched a search for an agency to create a brand that conveyed the investment, inclusion and fun of our growing city.

Discovery

Through a thorough discovery process, working alongside Oklahoma City's philanthropic and civic leaders, we narrowed in on the brand promise, values and vision for the park, as well as a trademark logo and tagline.

Once a select number of logos were created, the agency completed an extensive diagnostic evaluation to identify the perceptions and associations with the creative concepts.

The survey allowed the public to be involved in the development process and for Scissortail Park leadership to have enough information to be confident in the final brand selection.

This information allowed our team to ultimately determine whether the branding achieved our communication goals or if there were adjustments we could make to improve it.

“This park is super unique in that most parks around the city, people use it from that fairly immediate area. [Scissortail Park] is a destination. A destination for everyone, not just a neighborhood.”

“New parks are all about spurring connections between residents of all socioeconomic levels. They help spark economic community development. It’s your one-stop place to do all kinds of things and celebrate the seasons.”

“The problem the park is solving is a fundamental need for human beings to connect to nature, ideally on a daily basis.”

Solution

The tagline ‘For Everyone’ was distilled from the main intention for the gathering place to be a common spot for visitors and people from across our city and state to enjoy, rest and play outdoors.

The logo colors were inspired by the backdrop of the park, from the prairie grasses to the breathtaking Oklahoma sunsets. Together, the tagline and mark communicated a welcoming, fun and beautiful space.

Appreciative

The brand recognizes that the park was made possible through public investment. It is committed to being a good steward and appreciating public support.
Bright

The brand is helpful and educational. It is a resource for the community to feel informed about the park.
Playful

The brand is positive and cheerful. It remains active, involved and supportive with everything the community has to offer.
Neighborly

The brand is approachable and community-oriented. It cares deeply about the visitors of the park, ensures they feel welcome, and protects the park for the enjoyment of residents now and in the future.