Ready, Set, REC!by Kaneen Communications
Ready, Set, REC!
Mardelle Mattingly / Graphic Designer
Kaneen Communications: Debbie Arthur, Art Director Kenna Smith, Writer & Art Direction Jessica Castillo, Graphic Designer Joan Landers, Project Manager & Facilitator Leticia Flores, Bilingual Communications Martha Lochert, Photographer City of Tucson Parks and Recreation: Tim Thomure, Assistant City Manager Lara Hamwey, Director Sierra Boyer, Community Promotions/Marketing Manager Dawnee Moreno, Program Administrator Aaron Sanchez, Recreation Superintendent Glenna Overstreet, Administrator/Citywide Special Events
When City of Tucson Parks and Recreation Department leaders said, “We want our new mobile recreation van program to look fun, interesting for all ages, fresh and bold,” the Kaneen team did a marketing happy dance. We facilitated Zoom feedback sessions with Ward offices and Parks & Recreation leadership to develop the Ready, Set, REC! name and mark, design the van wrap, QC wrap production, customize a hood wrap for each Ward, plus a follow up to customize wraps for large and small trailers. The branded van images also appeared in “Find the Van”/”Encuentra las camionetas” bus shelter posters and social media.
Ready, Set, REC! vans, each manned by dedicated Park staff, continue to fill the void left by COVID closures, going to Ward parks to deliver ring toss, stretching, sustainable gardening, board games, arts & crafts, and more.
As designers and as an agency, 2020, powered by the upheaval of a pandemic, changed how we worked and what we learned with the Ready, Set, REC! brand project. How we worked became more virtual and visual: relying on Zoom feedback sessions with City staff and elected officials. And combining virtual and in-person sessions with staff and designers to come up with the Ready, Set, REC! program name, van designs and trailer designs. Design and production-wise we learned a bevy of new things quickly: * how to design an all-encompassing vehicle wrap from the ground up * purchase and use a vehicle template * QC vinyl color integrity with test strips * use feedback to customize a hood design for each City Ward * work as closely (and safely) with the wrap production & installation vendor.