Built on top of the Presidio Parkway, the Presidio Tunnel Tops project is literally transforming the landscape of San Francisco—creating a new place in the city’s oldest place. It is destined to become San Francisco’s iconic destination for friends to connect, families to gather, to share important moments, or simply be immersed in nature. Just picture it: meadows and trails, gardens and natural play spaces, and the city’s most amazing views of the Golden Gate Bridge and the Bay. Elevated and inspiring, it will serve the community as both a getaway and a gateway—a respite from the city and a portal to a unique national park experience.


Developing branding and messaging for the Presidio’s new 14-acre parkland featuring views, nature, and opportunities for play in San Francisco’s Presidio.

The Partnership for the Presidio (comprised of the Presidio Trust, National Park Service and Golden Gate National Parks Conservancy) reached out to MacKenzie to develop messaging and a brand identity for the Presidio Tunnel Tops, which would be unveiled during the launch of the project’s $98 million capital campaign and later leveraged to promote the opening of the park to San Francisco residents and visitors.


Before launching development of the messaging and brand, we conducted intake sessions with leadership and staff from all three organizations to better understand this unique project and its benefit to San Francisco. With their feedback, we developed a messaging framework, including boilerplate language, proof points, calls-to-action for the Partnership’s diverse audiences, and a campaign tagline – Imagine All You Can Do.

Coupled with the messaging platform, we explored several logo concepts that focused on the unique tunnel design and conveyed the different activities that visitors could enjoy while visiting the park. Once the visual identity was finalized, we established a style guide and developed applications to address immediate outreach opportunities.


Creative Strategy, Brand Development, Messaging, Art Direction, Asset Development, Copywriting