ENHANCING THE VISIT
Creative Direction / Graphic Design / Branding
This project consisted of rebranding the California State Parks' identity, which included designing the brand identity, brand extensions, communication system, website, and identity style guide. The goal of this design was to rethink, recreate, and revitalize the brand identity of the park system. The primary purpose was to better connect people to the parks, to refocus on nature and to provide a visual consistency throughout the brand that would enhance visitors' experiences. A hand-drawn graphic style combined with vibrant photography, along with a minimal and sophisticated approach, is used throughout the brand image. The main logo, along with the 12 brand extension logos, are distinctive adn important elements used throughout the overall brand. This redesign effectively communicates the story of the park system in a way that is approachable, memorable, personal, and exciting.