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Sierra State Parks Foundation (SSPF) protects some of California’s most important landscapes, yet its not drawing in visitors due to their lack of a clear identity, compelling narrative, and modern visual system.
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The new logo, an abstracted pinecone, is a symbol of unified stewardship between park-goers and rangers. The icon was built from eight leaf-like shapes representing the eight parks.
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The new logo, an abstracted pinecone, is a symbol of unified stewardship between park-goers and rangers. The icon was built from eight leaf-like shapes representing the eight parks.
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The logo when worn as an enamel pin for park rangers and volunteers becomes a symbol of protection and pride of the Sierra State Parks.
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I drew inspiration from the textures and colors of Tahoe–Donner’s ecosystem: pine forests, alpine lakes, and native wildlife. A vibrant palette is paired with bold typography and hand-drawn illustration to balance education with approachability.
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Each hand-drawn illustration highlights a defining feature of one of the eight parks: such as the Mountain Chickadees and expansive sky views.
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As the illustration system developed, it naturally expanded into a snack and beverage line for park gift shops, connecting visitors to local landscapes while supporting the regional economy.
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The tri-fold pamphlet I designed serves as a comprehensive visitor guide: consolidating SSPF’s mission, conservation impact, redesigned park map, and new supporter program into a single, cohesive artifact.
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An opt-in geocaching experience that gently guides visitors to meaningful sites and native species, deepening engagement without disrupting the natural environment.
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Responsive website system presenting impact metrics and park resources through modular, intuitive layouts.
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To expand SSPF’s reach, I targeted nearby city dwellers through out-of-home campaigns promoting responsible ecotourism in the Sierra State Parks.
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