To unite resources and expertise, coordinate plans, and care for the mountain in a more holistic manner, the four public agencies responsible for managing the lands of Mt. Tam (California State Parks, Marin County Parks, Marin Municipal Water District, and the National Park Service) teamed with the Golden Gate National Parks Conservancy to form the Tamalpais Lands Collaborative (TLC). One Tam, the main initiative of the TLC, is a campaign to raise awareness and community support in helping restore and protect the mountain. With the increasing number of visitors and other environmental pressures on the ecosystem of the Mt. Tam watershed, One Tam’s mission is to help engage every visitor to become stewards of Mt. Tam and its treasured resources.
A simple, yet elegant logo was created for One Tam to work easily with the 5 agency logos and allow seamless use by in-house teams along with outside vendors to maintain the brand integrity. A style guide was created as well for this purpose. The team created a website to tell the story of the TLC and One Tam, while soliciting donations and giving the public a chance to get involved.
Style Guide
Map Brochure
The team wanted a useable map of the mountain that would also be able to tell the story of One Tam and be a good giveaway to incentivize donations. We created a fold for the map that allowed us to have a more traditional brochure that opens into a full-size map.
Outreach Plan
After the initial deliverables, we had originally intended to do a large public outreach campaign with street pole banners, bus ads, etc, but were starting to get feedback from the local community that they felt One Tam was only bringing more people to the area, which is something they didn't want. So to pull more local support, we went to the mountain's friends groups (cycling groups, hiking groups, etc.) to ask for their support first.
This outreach plan diagram shows how we would build on local support through the 5 agencies and the local friends groups to the larger county population and eventually out to the entire Bay Area for support.
Lend Your Name Campaign
We created an online email campaign that asked people to "lend their name" and sign up online as someone who will protect Tam. This email only went out to the friend's groups at first, to drum up local support.
Local Business Outreach
We then went out to local businesses with a package that included a handwritten note from someone involved with the TLC, a postcard with information, and stickers and a poster to put in their shops for local promotion. We also proposed the idea of having small stickers on certain items that then could have some of the proceeds donated to One Tam.
One Tam Ranger
We also worked on a vinyl wrap for One Tam's Ranger truck that would be at events to teach about Mt. Tam.
Work done with the team at L Studio. My roles included: strategy, production, auxiliary design, vendor management.