Parks Land + Business Development Kit
Print Collateral | Typography
Adobe Illustrator, Adobe InDesign, Adobe Photoshop
In addition to providing energy and water to millions of Texans, the Lower Colorado River Authority supplies an expansive public parks system that allows users access to the lower Colorado River. Many of the LCRA-owned/operated and LCRA-owned/vendor-operated parks are developed to some extent – ranging from sprawling, minimally-maintained lands with day-use access and primitive camping to others that feature full resorts, observatories, golf courses and lazy rivers. In addition to a variety of official parks, LCRA also owns various properties across the state of Texas – all of which are open to development.
To present the available offerings, I created a comprehensive mix-and-match kit for the LCRA Parks Land and Business Development team that is scalable depending on the specific investor and the types of properties and investments they are interested in.
Details
Before I started, I outlined the purpose of the document, the audience we were trying to appeal to and how the kit would be used by the client in the field and in meetings with potential investors. Often meeting outdoors at various undeveloped rural Texas sites, the kit needed to be self-contained and easy to use in the elements, and the final printed materials easily writeable for note-taking in the field.
Goal
Showcase what makes LCRA Parks and lands unique and profitable to make potential investors want to build on or bring their business to LCRA properties.
Audience
Potential investors – people who would either like to build on or bring a concessionaire offering to Texas, whether starting from scratch on a virgin property or adding onto one of the more developed properties.
Tone
Speak clearly, professionally and with authority to show mastery of available offerings.
Supply facts and figures to support why LCRA properties provide good return on investment.
Provide enough detail for potential investors to feel confident in doing business with LCRA.
Showcase many beautiful photos of the diverse and unique offerings our vast park system and properties offer.
Folder
The base for the kit is a standard 9x12” pocket folder, perfect for showcasing multiple letter-size inserts and the client’s business card while they present to the potential investor. To stand out in a natural setting, the folder is bright turquoise on the outside, with clean gray topographic lines on a white interior for added texture and interest that takes a backseat to the colored contents inside.
Booklet
Fitting neatly into the pocket folder is a 40-page, softbound booklet that overviews LCRA, its parks system and area growth data, as well as current vendors and developments.
In addition to helping keep the book from looking dirty during use outdoors, the natural, brown-flecked, kraft stock cover reflects the organic element of LCRA’s diverse parklands.
While the main use of the booklet is printed and bound, it can easily be shared online with international investors and viewed digitally while on-site.
On the inside, a combination of in-house photography and photos of the locations shared by actual park visitors on social media add authenticity to the piece and reinforce the message that these properties have an active audience and can support new growth.
For added functionality, I added a spread in the back of the book for easy note-taking while on-site.
Property Sheets
In addition to the booklet that goes into every kit, I designed separate coordinating inserts of each available property that detail photos of the location, floodplain and development information, and maps of the riverfront area that the Parks Land and Business Development team members can mix and match based on the specific needs of the potential investor.
Though part of a complementary set, the property sheets work independently from one another and are designed to be both digital and printer-friendly and are easily expandable, being made of either two or three letter-size panels depending on the level of information and development of the property. The standard size fits perfectly in the folder and also allows for easy printing directly from the website by potential investors who may be shopping online.
InHouse Design Awards
Since 1963, Graphic Design USA has been a business-to-business information source for graphic design professionals, covering news, people, project, trends, technology, products and services. In addition to their well-known website as well as a print and digital magazine, GDUSA hosts several national design competitions each year that showcase the best in Graphic Design, In-House Design, Web Design, Package Design, Healthcare Design, and Digital Design.
Designed internally for our LCRA Parks Land and Business Development team and with more than 6,800 entries this year, the LCRA Parks Land + Business Development Kit is a 2021 InHouse Design Award Winner in the Sales Promotion/Sales Kits category.
2021 InHouse Design Award Winner | Sales Promotion/Sales Kits
Other GDUSA InHouse Design Award winners include companies, organizations and brands representing: AARP, Amazon, American Bar Association, American Heart Association, Art Institute of Chicago, Auburn University, Bank of America, Citibank, Doritos, Durst Organization, Gatorade, Georgia Transmission, Hallmark, Kaiser Permanente, Lipton, Mattel, Maxell, NASA, PepsiCo, Phillips Academy Andover, Prudential, Raytheon, Robert Half, State Farm, Shutterstock, Taco Bell, Tufts Medical Center, Walgreens, Walmart, WebMD, Whole Foods