Connecting the National Parks

branding, interface, motion

We wish to visit more National Parks. It seems the reason we don't get around to as many as we hope can be from lack of time, distance, or just simply not knowing enough to make it a worthwhile visit. Connecting the National Parks aims to ease this. With a multidisciplinary solution, Connecting the National Parks provides a cohesive experience for a Park identity no matter where in the country you are. Built with an underlying structure, but room for variability, the new visual language is a frame for the beauty within each park.

my topic was inspired by my desire to travel and visit as many National Parks and nature landmarks as I can. After preliminary research, It became clear how many people have the same goal to travel to and explore more environmental locations.

what's the problem? Currently, National Parks still exist as an undiscovered gem to many people—and that’s not their fault! These gems aren’t always prominently displayed. While their landscapes are the main feature, it’s not always clear where one is. A main reason for this is signage. Some parks have proper signage that proudly display its National Park status. While others can have too subtle or even nonexistent signage. When there's no physical display to represent the park, its only up to word of mouth to communicate its existence.
In short: We wish to visit more National Parks. Whether its from distance, lack of time, or not enough info, we don't make it to nearly as many as we'd hope.
with a multidisciplinary solution, Connecting the National Parks provides a cohesive experience for a Park identity no matter where in the country you are.
Together, it's the novice’s National Park gateway, and the expert’s ultimate National Park experience.

1. The Logo

the variable logo provides structure while allowing for representation of each park. My goal for this approach was to unify all the parks identity while retaining individuality. I didn't want to replace all parks with a generic symbol.
the brand color palette was selected and refined to match a sunny, earthy, and natural spirit that's only fitting for a National Park identity system.

2. Wayfinding

wayfinding acts as an expansion to the over brand identity while giving visitors the essential navigation hints they need. The signage was built off the of the box and spot color structure, with matching iconography styles and forms.
All project mockups were designed and rendered manually.
The album covers saw the most experimentation. In order to give the design of the album covers the desired ambiguity, I photographed the spectrum of the minidiscs, edited them and added the text, then printed out the covers and sprayed them with surface cleaner. The surface cleaner caused the ink to run and bleed, melting colors together and further blurring the clarity of what it originally was. Once the colors were ideal, I scanned them in and color graded once more to perfect the palette of each disc.
The booklet is an extension to this design system. The booklet serves as a background on Super Duper in an accordion style to allow for all pages to connect as one long spread. This decision was to mimic the experience of his music; starting off delicate and unsuspecting, then expanding out into a grand and dramatic journey. The booklet also uses more prism photographs of the minidiscs to complement the spectrum visuals.

The packaging was also designed to display this theme. A small black box with subtle 'Super Duper' on it opens up to an edge-to-edge prismatic print to frame all the elements nestled inside.