Branding
Spatial
Wayfinding
Sierra State Parks Foundation (SSPF) protects some of California’s most important landscapes, but its current identity doesn’t reflect the richness of the parks it preserves. I reimagined the organization as a contemporary steward of the Tahoe–Donner region: a brand that celebrates its wildlife, history, and sense of place.
The foundation’s work is expansive. From wildlife conservation and recreation to local history. My challenge was to create a cohesive identity that could communicate this breadth while encouraging tourists’ deeper connections with the landscape.
BRAND GUIDELINE
Through research and strategic frameworks, I identified an opportunity to position SSPF between conservation and recreation. I designed an identity that balances structure with approachability. Understated typography, an abstract framing system, hand-drawn illustrations, and a landscape-inspired palette work together to reflect the organization’s commitment to biodiversity, protection, and education.
I moved away from SSPF’s original bear logo and introduced an abstracted pinecone. The icon was built from eight leaf-like shapes representing the eight parks. The pinecone serves as a broader symbol of biodiversity, expanding the brand beyond a single animal and creating a more open, adaptable visual identity.
WEBSITE
SSPF has an opportunity to build broader public awareness. I designed with urban audiences in mind, resulting in a series of awareness campaigns, a conference, and a website as accessible entry points.
Rather than prescribing a single visual voice, the identity functions as a flexible system that scales across audiences, programs, and communication goals. I designed the system to accommodate everything from educational campaigns and fundraising initiatives to event promotions and visitor communications.
SSPF’s visitor centers house rich natural and cultural artifacts, but the experience lacks a cohesive visual language.
To challenge myself beyond traditional brand applications, I experimented with Midjourney to visualize how the identity could shape an immersive visitor center experience, integrating architecture, wildlife, and cultural narratives into a cohesive system.
Building on SSPF’s educational mission, I reimagined the visitor experience as an interactive learning journey with an optional geocaching experience. The result is a more cohesive and gamified park experience that encourages exploration, learning, and a deeper connection to the landscapes.
BROCHURE
PACKAGING
A park visit doesn’t end at the exit. I expanded the identity into touchpoints that carry the Sierra’s landscapes and resources into everyday life. The identity becomes a companion for visitors before, during, and after their visit. The brochure provides practical guidance and educational content, while the packaging extends the experience through thoughtful local products.
By making the organization feel welcoming, educational, and contemporary, the identity encourages people to see themselves as active participants in protecting California’s parks.
The brand system connects every stage of the visitor journey, from discovering the parks in the city to exploring them on-site. Across every touchpoint, the identity transforms conservation from a distant cause into an experience people can participate in.
Gerardo Herrera (Instructor) and Amanda Mei (TA) for their guidance on this project.
AI DisclaimeSelect environmental imagery was created with Midjourney and refined in Photoshop for presentation purposes.