Graduates

Elizabeth Baizer Raines

Master of Design in Brand Design and Strategy — Brand Design & Strategy
Course:
GBDS-665-01 Capstone
Faculty:
Lauren Cantor, Susan Gornell, Pamela Olecki
Term:
2025 Fall

Reimagining Kaua‘i State Parks

Kaua‘i State Parks must evolve from a generic system to one that reflects local culture, protects sacred land, and fosters deeper connection. The goal is to build a brand that centers Hawaiian values, invites stewardship, and restores meaning to the park experience. Through cultural insight, strategic design, and storytelling, this is a prototype case-study of co-creating a system that honors the past, serves the present, and inspires future care.

Process:

Research (Brand Audit and Global Models)
Stakeholder & Audience Interviews
Visitor Journey Mapping
Audience Segmentation & Targeting
Brand Architecture & Cultural Positioning
Competitive Analysis & Repositioning
Visual Rebranding & Brand Story
Business Model
Brand ID & Brand Expressions

Learning Outcomes:

A cohesive brand strategy and identity system that repositions Kaua‘i State Parks as a culturally grounded, community-led experience. The work includes a clear brand purpose, narrative, and visual system designed to build trust, invite stewardship, and transform how visitors connect with the land.

Tags:
Branding,
Copywriting,
Concept Design,
Data Visualization,
Identity Design
Video file