Leafline

A network of over 400 miles of wide paved trails connecting communities throughout Snohomish, Kitsap, King and Pierce Counties in Seattle, WA.

Service

Identity & Branding

Client

King County

Year

2019

Action

In order to gain a general understanding of the attitudes, perceptions, and behaviors about the ERC from a broad sampling of the communities the trails system touches, we spent considerable time using quantitative and qualitative research methods, all of which helped guide the brand development and position the brand.

Results

We developed a comprehensive strategy and positioning which informed the naming, messaging and tagline. LEAFLINE– the name chosen through community and coalition consultation, is both nature inspired and reflects health and connection.

Our mark is completely influenced by the name and message. It depicts both the "leaf" and "line," the double "L's," and connection. The green represent life and health, it fits in its environment but stands out brightly as well.