Coca-Cola
#HappierTogether

For decades, Coca-Cola had been quietly renovating parks in underserved communities — but the program lacked a cohesive identity and a story worth telling. The previous strategy framed parks narrowly as spaces for physical fitness, underselling what made them truly special. Parks are one of the last genuinely democratic spaces in American life — where on any given Saturday you can find people from ages 2 to 92, of every background and belief, sharing the same ground. That insight became the creative foundation for everything that followed.

Our team rebranded Coca-Cola's park renovation program from the ground up, developing a new visual identity and program name built around a single powerful symbol — the Red Bench. The campaign came to life through 17 Facebook films featuring real members of inner-city communities on both coasts, alongside outdoor, social, and print executions that celebrated parks as beacons of togetherness. Before long, hundreds of Happier Together benches were being installed in parks across the country, turning a brand campaign into a lasting physical contribution to the communities it celebrated.