California state Parks
Due to COVID-19, the California State Parks are impacted by a 400% visitor increase, resulting in a high demand that exceeds park availability. Both returning and new visitors now need access to park availability information to easily and safely plan their visits ahead of time. The California State Parks rebrand focuses on creating a consistent information and way-finding system so visitors can easily research and access park information, and safely navigate within designated recreational areas.
The new logo mark "Adventure Tale" reimagines the variety of landscapes in California in the form of geometric shapes to represent various nature elements: trees, mountains, and the sun. By using a geometric form language, this creates a flexible and fluid identity system in which a variety of geometric illustrations and icons can be applied across the brand.
"Adventure Tale" is inspired by the landscape of California where redwood tree rings, coastlines, and cracked desert ground lines to use line art to convey a distilled essence image (tree, sun, tent, mountain etc.). The overall diamond form of the logo mark represents memories tied to collecting memorabilia and is inspired specifically by collectable diamond shaped state park patches. The diamond shaped patches are rarer to come by, as are memories in the sense they are a rarity because they are precious and personal to each person.
California State Parks manages 280 separate park units, each of which are a woodland, desert, water, natural reserve or state historic park. To better inform park visitors about the varying park types, a secondary logo system was created to reflect these essences through the use of custom marks and color.
The business cards were a pivotal application of the visual system. I learned that through a system of branded icons or illustrations accompanied by specific colors communicated the essence of the different types of state parks.
Creating the stationery set allowed for further expansion and understanding the flexible application of the new identity system through the secondary color palettes. Each palette is inspired by California's nature and varying recreational activities.
Upon arriving, visitors can quickly learn from State Park entrance signs the type of recreational state park area they are visiting, as well as what activities are available at the park.
Designing the park way-finding signage helped to further expand how the system's visual language could be applied. I discovered the system's typography could function both alone and paired with iconography.
The hiking way-finding allowed me to expand on the use of branded iconography and park specific colors to create a cohesive signage system applicable to any state park.
Since California State Parks' values teaching visitors about the parks, the educational experience for the visitor's center at King Gillette Ranch was redesigned. To make the learning experience engaging, an educational path was created to guide visitors from each informational post.
The signage educates visitors about the park's history, surrounding nature, animals, historic facts, and other interesting facts. Icons from the identity system are displayed on the signs to categorize the different types of information.
On the website, I was able to further expand the iconography system and apply it to help users to research and find their desired information about park activities and park information.
For visitors on the go and already on their trip, the responsive site offers them the ability to quickly search up any additional information they are looking for about the park they are staying at, or for information on nearby recreational activities.
Since not all State Parks have access to data, any content and information found on the app can be downloaded for offline use. This includes directions to reach the state park, saved park activities and recreational area information, and nearby parks and activities. For increased convenience and to mitigate the use of paper, visitors can access their park passes digitally anytime.
To compliment a visitor's experience while visiting, the smartwatch app allows them to save and favorite hikes, and download offline maps of the trail in case they need directions.
The posters provided an opportunity to utilize park environment photography and candid visitor moments to visually communicate the range of experiences the state parks has to offer visitors.
The posters provided an opportunity to utilize park environment photography and candid visitor moments to visually communicate the range of experiences the state parks has to offer visitors.
On the park ranger collateral, I was able to explore how the logo mark lived when scaled large on a vehicle, and small on a ranger's uniform.
