The Client
Bonnet Springs Park (BSP), set to open in late-2021, will change the landscape of Lakeland, Florida, both physically and figuratively. The park will offer vast green spaces, an extensive series of trails and paths, five interactive sense gardens, a children's museum, an event center, and a lagoon, among countless other features.
The Approach
Bonnet Springs Park was in the early planning stages when Tinsley Creative partnered with them to deliver creative marketing solutions. In the beginning, the main goal was to get the word out that a new park was on the horizon. I was not heavily involved with the original marketing efforts, but it was still thrilling to play a small role and see the pieces start falling into place.
With BSP relying on community volunteers and donors to help usher the park forward, community engagement has become the present primary marketing goal and is a large driving force for the majority of the marketing efforts. There are plenty of large donation opportunities which include named recognition within the park, and a myriad of smaller opportunities such as purchasing bricks and benches with custom engravings that will be placed in specific areas throughout the grounds. We wanted to enhance the gifting and receiving experiences so that a tangible exchange could take place. To accomplish this, I created branded certificates that were given to the recipient of a "gifted" brick or bench as a thoughtful holiday present. Gifting someone a lasting legacy isn't something you get to do every day, so this was a special project to be part of.
Bonnet Springs Park also aims to educate the community on the positive impacts the park is designed to deliver to the natural environment. Many of the social media graphics I have designed for BSP have been focused on educating the public on the tremendous remediation and preservation efforts taking place in the park. I have also developed a number of graphics for social media that detail the various types of fauna and flora found naturally around the park. For these social media series, I utilized a soft illustrative approach, combining stock elements with custom details, to establish a welcoming and eco-friendly feel.
Tinsley Creative has been involved with BSP since its ideation phase. It has been a unique pleasure to watch the park blossom, and to see the public interest and excitement it has garnered from the marketing efforts we put forth.
Joy DeHaven, Designer | Brittany Huey, Art Director | MaryJane Ragusa, Account Executive | Tinsley Creative, Agency