Brand Tone

Educational and Informative, Passionate and Dedicated, Community-Oriented and Collaborative, Appreciative and Grateful, Inspiring

Brand Values

• •Preservation and Conservation
• •Education and Interpretation
• •Scientific and Historical Research
• •Partnership and Support
• •Community Engagement
• •Stewardship

Best Practices

• •Always Circle Back to the Mission: Ensure that copy, even for product descriptions, subtly ties back to the core mission of supporting Joshua Tree National Park through education, preservation, and research.
• •Educate and Inspire: Use opportunities within the copy to share interesting facts about the park's flora, fauna, geology, or history, fostering a deeper appreciation and a desire to protect it.
• •Emphasize Impact: Clearly communicate how customer purchases, memberships, or donations directly benefit the park. Use phrases like "Your purchase protects...", "Proceeds fund...", "Help us preserve..."
• •Use Inclusive and Welcoming Language: Address a broad audience, from seasoned park-goers to first-time visitors, making everyone feel part of the park's community and its preservation efforts.
• •Maintain a Voice of Authentic Passion: Let genuine love and respect for Joshua Tree National Park shine through in the language used. Avoid overly commercial or generic retail speak. The tone should feel like it's coming from someone who truly cares about the park.

Social Perception

The Joshua Tree National Park Association is generally perceived positively by the public and its stakeholders. It is seen as a legitimate and vital partner to Joshua Tree National Park, essential for funding programs and enhancing visitor experiences. The stores are viewed as sources for quality educational materials and meaningful souvenirs, with the added benefit that purchases support a good cause. The association is respected for its long-standing commitment to the park and its educational initiatives. There's an understanding that supporting JTNPA directly contributes to the well-being and preservation of Joshua Tree National Park. Concerns about the park, such as increased tourism impacts partly driven by social media, are acknowledged in broader discussions, and JTNPA is seen as part of the solution through its educational and conservation efforts.

Copy Examples

• •Headline: Discover the Wonders of Joshua Tree. Support Its Future. Body: Every purchase from our store directly funds vital education and conservation programs within Joshua Tree National Park. Shop now and become a steward of this unique desert landscape.
• •Headline: More Than Just a Souvenir. It's a Commitment. Body: Take home a piece of Joshua Tree that gives back. Our curated collection of books, apparel, and gifts helps preserve the magic of the Mojave for generations to come.
• •Headline: Learn. Explore. Protect. Body: Join the Joshua Tree National Park Association family! Your membership provides essential support for research, educational programs, and the preservation of this irreplaceable national treasure. Plus, enjoy exclusive benefits!
• •Headline: The Desert Calls. Answer with Purpose. Body: Planning your adventure to Joshua Tree? Stop by our visitor centers or shop online for expertly chosen guides, maps, and unique finds that enhance your journey and protect the park you love.
• •Headline: Gift the Wild. Preserve the Wonder. Body: Looking for a meaningful gift? An item from the Joshua Tree National Park Association shop or a gift membership is a thoughtful way to share the beauty of the desert and contribute to its lasting legacy.