In 2019, Eastern National debuted America’s National Parks™ as the public-facing brand for our stores in National Park Service locations. The new brand was implemented at 275 park stores at national park sites to strengthen the connection for visitors between the park store and the park experience. In-store signage displayed at every America’s National Parks store communicates to visitors: Your purchase supports this park. Over the course of 2020, Eastern National will be working hard to build on that core message as well as develop enhanced visuals that show visitors how their purchases help provide meaningful educational experiences.
Here’s what we’re working on in 2020:
- Eastern National stores that partner with the USDA Forest Service, US Army Corps of Engineers, and other organizations outside of the National Park Service will receive new in-store signage making it clear to visitors that their purchase supports that site.
- Each America’s National Parks store will receive in-store signage with images that will depict an essential part of that park experience or, whenever possible, specific ways that park store funds supported education and interpretation at that site.
- A selection of America’s National Parks stores will receive enhanced signage that is tailored to the dimensions of the store and customized to make the maximum visual impact for customers.
- A new Brand Handbook will cover all things America’s National Parks and provide clarity for staff and partners who have questions about the brand.
We are excited to explore these new opportunities to grow the America’s National Parks brand and help visitors strengthen their connections to the parks they love. We’ll share more details in the coming months, so stay tuned!