The 11 National Parks of New York City including the Statue of Liberty cover more than 400 years of American history, from the birth of American democracy to the evolution of commerce, harbor defense, ecology and immigration. These National Parks also has the enviable problem of being one of the most visited and recognized destinations in the world that few realize belong to the National Parks. Level M teamed up with Regional Plan Association - the leading planning orchestration of the tri-state area - to help the National Parks of New York Harbor tackle the problem of growing brand awareness in a noisy urban milieu. Level M proposed a brand approach that would capture the diversity sites under one banner. That strategy became bedrock for the brand stewardship process today, helping the National Parks of New York Harbor enjoy a unified identity and increased brand awareness across New York City.