Rose, White and Blue Parade Makes Triumphant Return with New Identity

“San José’s first post-pandemic parade is unapologetically diverse.” - Kiet Do, KPIX/CBS News Bay Area

The Rose, White, and Blue Parade in San José wanted a refreshed brand and strategy to better connect with today’s audiences and fulfill its post-pandemic goals of reflecting the diversity of our communities. Our team partnered with the parade board to develop a new brand identity and strategic marketing plan that increased attendance from 15,000 in 2021 to over 50,000 by 2022.

With the board’s goal of increasing access and engagement among underrepresented populations, we collaborated with CreaTV to livestream the 2022 parade in three languages and formed a partnership with NBC Bay Area and Telemundo 48 to broadcast the 2023 parade, promoting the event in both English and Spanish to reach broader audiences.

In addition to these efforts, our team designed a new logo, brand, and website. The brand incorporates nods to the historic Rose Garden neighborhood, reflecting the “Mackintosh Rose” that was popular in the early 1920’s which brings together many diverse shapes into a single image.

The results spoke for themselves, both in the energy felt by the community on the streets and in the way reporters from across the Bay described what they saw as being a boost for local businesses, and a celebration of our shared home.