The Presidio of San Francisco is a one-of-a-kind national park site where people live, work and play. Once a military post, the Presidio’s former barracks and bunkers have been repurposed as visitor destinations, homes and workplaces for diverse organizations. As part of the Golden Gate National Recreation Area, the Presidio provides rich national park experiences in the midst of an urban setting. Today, the Park welcomes millions to enjoy its trails, natural areas, cultural destinations, outdoor adventures, restaurants, hotels and unmatched views of the Golden Gate Bridge.


Branding the most visited national park site in the U.S.

In collaboration with the Presidio Trust’s marketing and communications team, MacKenzie led the development of a cohesive brand system for the Presidio and its many attractions and entities – including the creation of messaging and the design of a new visual identity.


Following an in-depth research and discovery phase that included visitor research, internal stakeholder interviews and collaboration with the Trust team, our team developed a comprehensive brand strategy complete with refined messaging, and new brand architecture and personality. This first phase provided the framework for positioning the Presidio and telling its unique story.

Once the brand strategy was established, we shifted our focus to developing a visual identity system that included new logos, colors, typography, graphic elements and imagery – all of which helped unite the Park’s many distinct offerings and experiences.  


Creative Strategy, Messaging, Brand and Visual Identity Development, Asset Development

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