Position the Capability
Present relevant research experience and explain how the study would move from evidence to useful recommendations.
Design / Art/Creative Direction / Strategic Leadership
M-NCPPC Prince George’s County Brand Study
Maryland-National Capital Park and Planning Commission · Department of Parks and Recreation, Prince George’s County
My Role
Creative Director.
Challenge
Research and data had always informed Hatcher’s work. This opportunity required showing that depth at a larger scale: helping an established parks and recreation system understand who it was reaching, where gaps remained, and how its brand could better connect residents with its services.
Solution
Connect a clear research approach with decision-ready communication. The work brought together database analysis, community and staff perspectives, and an understanding of nine service areas. Research findings became a connected set of reports, data visualizations, and recommendations for strengthening awareness and resident engagement.
My Contribution
Executive oversight, brand strategy, and creative leadership: Reece Quiñones. My contribution began with positioning Hatcher’s capabilities and shaping the proposal and presentation around the client’s needs. The technical proposal identifies my role in strategic oversight and branding, connecting the research approach with the organization’s goals and the value of the recommendations.
Collaborators
Hatcher’s research, strategy, project-management, design, and communications colleagues; specialist research partners; and M-NCPPC’s Department of Parks and Recreation. The case study reflects a shared team effort.
Deliverables
Technical proposal and presentation; database analysis report; strategic data brief; final recommendations report; and service-area data visualizations.
Proposal Strategy & Process
Turning capability
into opportunity.
Connect the Evidence
Bring together research findings and service-area comparisons to make patterns and gaps visible.
Make Findings Useful
Organize the reports and visualizations so leaders can move between countywide priorities and the needs of individual communities.
The Work Behind the Work
From the proposal
to the evidence.
Brand Study Overview
The study’s presentation establishes a visual language centered on residents, place, and research.
View the Excerpt ↗
Connecting Research Methods
The research presentation explains how surveys, focus groups, interviews, and analysis inform a shared understanding.
View the Excerpt ↗
Service-Area Context
A geographic profile connects Service Area 2’s communities and access considerations with the countywide study.
View the Excerpt ↗
Making Local Findings Useful
A service-area dashboard brings participation measures, activity preferences, and a facilities map into one view. These are study findings, not campaign results.
View the Excerpt ↗
Audience Insights into Creative Direction
A persona translates audience needs, motivations, and barriers into recommendations for messaging and channels.
View the Excerpt ↗
From Insight to Engagement Strategy
Journey maps identify potential next steps, barriers, and opportunities for deepening residents’ participation. They describe recommendations rather than measured conversions.
View the Excerpt ↗
Explaining the Engagement Landscape
A single visualization and its reading key connect service-area patterns with the broader study. The measures describe existing engagement, not a campaign-driven increase.
View the Excerpt ↗
Countywide Participation Patterns
A radial chart compares the distribution of registered households across nine service areas.
View the Excerpt ↗Outcomes
New work.
Lasting value.
M-NCPPC selected Hatcher for the Prince George’s County Brand Study. The team delivered research-informed recommendations to help grow awareness and see gaps in an already successful parks and recreation system.
The portfolio documents the delivered research and recommendations. The study identifies opportunities for change; it does not establish that awareness or participation has increased following implementation.