San Antonio Parks Foundation

The San Antonio Parks Foundation recently celebrated 40 years as a foundation, yet when asked, most people didn’t know much about the organization or the great work it does, including raising funds for park projects, collaborating with community leaders to promote and activate conservation efforts, acquiring land for dedicated park space and natural areas, operating the city’s historic Japanese Tea Garden, and annually producing five large, city-wide free events that attract 300,000+ community members.

Following initial collaborative Brand Positioning and Brand Architecture work, Parallel brought the Foundation’s parent and event brands into alignment with new visuals and a fresh positioning line for each entity. We redesigned the Parks Foundation website and invested in a growing library of original photography of guests enjoying the parks. 

We codified the Foundation’s brand architecture and rolled out a multiple-year marketing strategy mapped to specific tactics with the end goal of creating brand awareness across the region, creating enhanced engagement at the Foundation’s city-wide events, and Increase Membership & Sponsor Participation.

Toward those ends, we also gathered the five disparate event brands under one roof, creating a unified Go All Out Event Series that activates brand synergy among loyal attendees and encourages cross-pollination participation at all the Series’ events.



  • Brand Strategy
  • Logo Design
  • Campaign
  • Marketing Strategy
  • Print Collateral
  • Website
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