Now Pets

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.

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.

Each form starts with a rectangle base shape in different proportions, while the corners have varying radii measurements. An additional detail is the addition of ridges on some of the corner radii.

The product naming system drew inspiration from figuring out how to communicate in a fun manner the essence of each product and its function, so that consumers would be able to quickly understand what the product is for.

This applies to both the in-store and online shopping experience. Both in-store on the shelf and online, consumers see the primary display panel and expects to understand what the product does.

I also explored the tactile experience of each product, using both matte and glossy finishes.

The cap or lid is matte, white and features a logo deboss. The body of the container is also matte while the labels are glossy.

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.

On this product, to keep a flat form surface all around, the lid was incorporated to be able to easily swivel open and closed with the thumb.

The opening was made to be slightly smaller than existing supplement bottles so that too many tablets don't come out while dispensing.

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.

Instead of a white cap, the breath spray is the only product with a clear cap to make the overall form feel less chunky and refreshing. Instead, the spray nozzle head is white.

Smartwatch description.

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.

In the brand development phase, I explored how the new logo could evolve to specifically reflect a celebratory and embracing love for pets.

A number of iterations were explored to find the right balance between playful (representing pets and their energy) and a trusted, expert in the industry.

During the design development, I explored forms that ranged from very playful and very unexpected for health supplements, to more conventional forms. This led me to create a hybrid between these attributes that stood out among competitors, and also was expressive of the playful, bountiful energy of pets.

This extends to the color palette development as well, where I initially tested the use of two colors but found a monochromatic color approach to each product was most effective.