To begin, Frankie Ostello, Lyria Schaffer, Clayton Christopherson, Roderick McClain, Heather Manning and I researched the brand to establish history, competitors, and audience. With a shared understanding of the brand's background and who we were designing for, we identified the core attributes associated with Washington State Parks as: Accessibility, Education, and Preservation.
Furthermore, our team defined the brand’s positioning, promise, and mission. With this first phase done and identity established, we set off to work individually.
Through word association and careful consideration of the core attributes, I developed the brand concept “A Natural Connection.” This concept highlights how we connect to the northwest and the community building that results from our bond to nature. Different aspects of the brand’s core attributes translated to this concept board, which relies on natural textures, hand-touched elements, and a mid-range to grandiose photographic style.
For the logo, it was essential to communicate a sense of friendly openness. A word mark was a good direction to take to avoid ambiguity or confusion with other parks systems. I drew inspiration from the concept board for the tracked-out, sans-serif type while pictorial elements were established in earlier rounds and refined again to match the character styles and drive home the sense of open invitation.
Now that the brand was coming to life, I solidified the kit of parts with type, color, illustration, textures, and photography style for use across all assets. These attributes had to be defined to ensure alignment with the brand’s core identity and reinforce consistency.
ReflectionOne of the most significant benefits of this project was practicing conceptual intentionality behind every decision. Spending the time to attune to Washington State Parks core identity and constructing a concept that translates to every aspect of the brand proved to be a powerful method and served as a reminder that nothing is created in a vacuum.