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Seattle, WA 98134
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By Vonnai Phair
Seattle Times staff reporter
Washington State Parks recently unveiled a new logo inspired by thousands of local residents.
The parks system, which saw a record number of visitors during the pandemic — 43,840,590 overall in 2021, a 14% increase from 2019 — wanted to capture the reconnection with the state’s green spaces through a new visual identity.
The new logo will be gradually implemented across park signage, vehicles, uniforms, brochures, merchandise and digital platforms, according to People People, the Seattle-based creative agency tasked with creating it. Signage and uniforms will not be replaced ahead of the normal replacement schedule, the parks system said.
The parks system teamed up with People People to survey more than 6,000 Washingtonians on what should shape the new logo. The agency said it wanted to understand and prioritize emotional themes that connect people to Washington state parks.
The survey asked people about their most memorable experience in Washington state parks (or in the outdoors, if they had not been to a state park). It also asked respondents if they would like to share a photo of the outdoors that holds meaning to them and how they felt when looking at the old logo.
The shield from the original logo is maintained in the new logo, but the design agency added a curved shape within its form. The agency also added text and a small “1913” to represent the year parks system was founded. (People People)
The shield from the original logo is maintained in the new logo, but the design agency added a curved shape within its form. The agency also added text and a small… (People People)More
Respondents revealed they “deeply value the natural beauty of the state and appreciate the classic look and feel of the original logo,” People People said. Respondents also highlighted their deep emotional connections to Washington’s parks.
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“Many respondents wrote movingly — vividly — about what it feels like to experience big feelings and big life events within the natural beauty that everyone values,” said Shannon Palmer, the creative director at People People.
The parks system manages more than 100 Washington parks and properties totaling approximately 120,000 acres of long-distance trails, winter recreation and more.
Washington state parks are places where people get married; where they spread loved ones’ ashes; where they turn for healing after a divorce; where they decide to move to Washington because of the beauty they’ve seen here, according to survey responses.
But the parks also represent simple fun: an everyday hike, a favorite campsite, a familiar bike ride, Palmer said.
Every component of the resulting logo was inspired by a real place, either in or viewable from a specific state park. The logo combines elements from across the state, like Mount Spokane, columnar basalt formations, picturesque coastlines and the official state tree, the western hemlock.
Every component of the new logo was inspired by a real place, either in or viewable from a specific state park. It combines elements from across Washington, like Mount Spokane, columnar basalt formations, picturesque coastlines and the official state tree, the Western hemlock. (People People)
Every component of the new logo was inspired by a real place, either in or viewable from a specific state park. It combines elements from across Washington, like Mount… (People People)More
People People maintained the shield from the original logo but added a curved shape within its form, as well as text and a small “1913,” the year the parks system was founded.
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People People also made modifications to the layout and typography and updated the color palette with brighter, warmer tones to better represent parks across the whole state, Palmer said.
“Whereas Western Washington is known for its greens and blues — which were of course retained — in Eastern Washington we see more golden tones in its landscape,” she said.
People People also gave careful consideration to the font selection, with GT Walsheim chosen for its “readability and subtle nostalgic nods,” the agency said.
The rebrand cost the parks system $52,500, and was paid for using funds in its creative services budget, according to Washington State Parks.
The cost included hiring People People and compensating focus group participants, according to the parks system.
“Instead of spending money on advertising and fancy billboards, we decided to invest in ourselves,” said Stephanie McDermott, the parks system’s brand and creative marketing manager.
“Our new brand is rooted in our past, has a solid foundation in the present and will lead us into our next chapter,” McDermott said. “The adjustments to our logo — evolving landforms, broadening our color palette, unifying our text — signify this new era.”
meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
amy golden
principal
amy@paxsonfay.com
Originally from Seattle, Amy left her home in the Pacific Northwest to attend Fordham University, fulfilling her dream of living in New York City. After graduating with a BS in business administration, specializing in marketing and minoring in economics, Amy began her career in advertising sales at CNN and the Hallmark Channel in New York and LA. However, Amy’s love of writing, design, and connection with people ultimately led her to PR. While finishing her MBA back home at Seattle University, in 2015, Amy cofounded Paxson Fay with her friend and business partner, Tessa, driven by a shared vision to build a PR agency that reflected their values and passions. At Paxson Fay, Amy thrives in media relations and pitch development, enjoying the process of diving deep into each client’s story to craft compelling narratives that resonate with editors and journalists. Amy has a particular passion for architecture-focused projects, and securing SHED’s feature in The New York Times was an especially rewarding moment, as they were her first client. Another major career milestone was helping build out Paxson Fay’s talented team, fostering an environment where young professionals can grow their skills and pursue their passions. Outside of work, Amy loves spending time with her family, chasing after her two little boys, exploring Seattle’s restaurant scene, traveling with friends, and reading.
colby wood
senior account executive
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
paige childs
account executive
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
martina povolo
account coordinator
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
account coordinator
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
We are hiring for our internship program! We are looking for an intern with a passion for design to help manage key communication channels. Click here to read more.
what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
marketing
marketing strategy
brand strategy
project management
partnerships acquisition and management
e-mail blasts
public relations
media strategy
content production
media communications and outreach
awards: strategy, content development and submissions
social
platform strategy and management
content production
targeted campaigns
results + reporting
advertising
advertising strategy
budget strategy + negotiation
calendar management
creative coordination
content
storytelling
copywriting
website and e-mail marketing
video: sourcing, storyboarding and scheduling
photography acquisition + curation
events
event management
sponsorships + partnerships
tradeshow coordination
press tours
clients
Here is a little taste of who we love to work with and what we love to do.