The Loop Dallas

ART DIRECTION/ DESIGN/SOCIAL MEDIA MANAGEMENT/PHOTOGRAPHY/CONTENT CREATION/ILLUSTRATION

The Loop Dallas is creating a 50-mile city-wide urban trail around the heart of Dallas, uniting communities with a shared public greenspace. The urban trail connects north, south, east and west Dallas in new, exciting ways. When complete the project will “loop” 39 miles of existing trails with 11 miles of newly built trails. The new parts are extremely complicated and costly projects. This urban trail will revitalize communities, connect neighbors to stunning lakefront views, amazing foodie finds, tranquil forests, farms for good and more. We continue to seek government approval for plans and construction contracts to build out The Loop Dallas, while influencing people to use existing trails, and get excited about the trails to be built. To change the way Dallas moves, we knew we had to educate people about Dallas’ trail system.

RESEARCH

We hit the trails to know the motivations, pain points and needs of our social media audience. By bike and feet we navigated parking, bathrooms and connection points. We joined local group rides, took nature walks and talked to fellow trail users:

People want one source of information for Dallas trails: parking, trail composition, connections and bathrooms.
People want more trail connectivity in Dallas and the ability to get around without a car.
People love green space, and want to know where to find them in Dallas.
People want activities and neighborhoods they can access via trails.
People want more information about The Loop Dallas!

PLANNING

Together our social media, PR and public affairs teams devised a strategy to guide social media content based on stakeholder research and desired outcomes, community members and trail users.

EXECUTION

We built a comprehensive content library and calendar with photos and videos documenting our trail experiences and the trail construction. We transformed The Loop Dallas' social media from sporadic to a resource for stakeholders. We crafted Instagram Highlights for each trail in The Loop Dallas that feature how to access trails, trail activities, and connection points to other trail segments.

RESULTS

Organic growth August 2022- August 2023
7.2% engagement rate on Facebook and Instagram
85% audience growth
265,541 impressions
18,979 engagements

ILLUSTRATION

Map. As part of our team's larger communications work, I was tasked with creating an illustration that would creatively show where The Loop is located geographically. This illustrated map was part of our place-making strategy for The Loop and has been a PR-driver. It has been used as a creative piece for social media, a printed gift and a visual in publications about the project.

Additionally, it won a 2022 Gold Hermes Award.

T-Shirt Design. Our team helped organize an event for the grand opening of the first newly built trail in The Loop Dallas, the Trinity Forest Spine Trail. As part of the event, I designed a shirt to be given away to guests.

DESIGN

As part of our team's work on The Loop Dallas social media accounts, we needed some graphic templates for posts with text. I designed templates for our “Know the Trails” posts, quick facts posts and quote posts.

As The Loop Dallas breaks ground and completes projects, we have special events for donors and project leaders. I created the invitations for all the events.

SOCIAL MEDIA CONTENT

PHOTOGRAPHY