Play Your Way
South Suburban Parks and Recreation Campaign
The “Play Your Way” campaign was developed during my time as Graphic Designer at South Suburban Park and Recreation District, in collaboration with the District’s Communications team. Together, we brainstormed the core concept and messaging, and I led the visual design and creative execution of the campaign assets.
The result was a bold, flexible identity that celebrated the wide variety of recreation opportunities available to the community—from golf and swimming to art, dance, trails, and playgrounds—inviting residents to explore and truly play their way.
Brief
South Suburban Park and Recreation District wanted to raise awareness of the incredible breadth of opportunities it offers its community. The Communications team developed the tagline “Play Your Way” to emphasize that recreation is personal, flexible, and accessible to everyone.
The goal was to translate that message into a vibrant, community-centered campaign that could live seamlessly across print, digital, and in-person touchpoints. The challenge was creating visuals that felt inclusive, energetic, and adaptable—while remaining aligned with the District’s established brand.
Solution
Working as a part of the Communications team, I developed a cohesive visual system that brought the “Play Your Way” concept to life. We organized a photo shoot featuring real community members using the trails and facilities—imagery that became the heart of the campaign and reinforced authenticity.
The campaign included:
A campaign logo and sticker designs for shareable visibility
A catalog ad anchoring the launch in the seasonal catalog
Digital graphics for web and social media
Outdoor light pole banners in high-traffic community spaces
A children’s coloring sheet distributed at events to extend the campaign to families in a playful, interactive way
By designing a flexible suite of assets, we created a system that could scale across platforms while maintaining visual cohesion. The campaign met patrons where they were—on trails, in facilities, and online—inviting the community to reconnect with spaces they already loved in new and personal ways and reminding them of all the places that are South Suburban.
Reflection
This project reflects the foundation of my work today at Wasteland Marketing: start with the why, build a cohesive visual system, and design with long-term adaptability in mind. “Play Your Way” demonstrates how intentional strategy and thoughtful creative execution can transform a simple message into a flexible campaign that connects, scales, and lasts.