The problem is, we are just not getting out into nature as much as we should. In fact, there’s clear new evidence that says that children who play and explore outdoors feel less stressed and may develop more confidence and greater social skills. It’s just that problem The Trust for Public Land and The North Face wanted to address. How do we get people out into nature again?

The two organizations came together and decided it’s high time someone promoted the incredible diversity of local parks and outdoor spaces, right here in the city. And so Iron was commissioned to write and design the “San Francisco Urban Nature Guide: 2009.” This handy pocket map features nine of the city’s lesser-known, but fun-filled parks, with suggestions on how to make the most of our time in the great outdoors. The guides are free and being distributed through The North Face stores this summer. It’s time to put on a pack and hit the park!

Our challenge was to craft a story that reflects the single-minded, client-centric focus of the bank, while simultaneously appealing to the diverse needs of their high-net-worth clients. The result? A straight-talking, business-like brochure that relies on the strength of the message and the integrity of the brand, rather than any linguistic or graphic gadgetry. In uncertain economic times, it’s a little bit of what we all need.

• Take a look at our other financial services work