Specialty License Plate Redesign

The Challenge

Friends of the Smokies had long relied on revenue from their Tennessee specialty license plate to fund critical conservation work for the Great Smoky Mountains National Park. While the plate was already popular, leadership felt it was time for a refresh. But with so much riding on steady sales, a redesign came with real risk.

The Approach

To tackle the challenge, Friends of the Smokies turned to Kristin Designs, a trusted partner. After conducting color research, analyzing competing plates, creating mock-ups and incorporating feedback from the public and the Friends organization, the new plate made its debut. 

The Results

The new design launched to immediate success. Within the first year, sales surged 30%, making it Tennessee’s number one specialty plate. More importantly, the design has stood the test of time—remaining one of the state’s most recognizable plates and raising more than $9 million to protect and preserve the Great Smoky Mountains National Park.