The Ask:
choose an American National Park and redesign the National Park Website to reflect a distinct style and design
choose an American National Park and redesign the National Park Website to reflect a distinct style and design
This project called for us to create a unique style for the national park of our choosing, so I decided on Joshua Tree because of it's unique Yucca Brevifolia- the scientific name for the Joshua Tree. It has these prickly leaves that I thought of as very visually striking so I brought it into the logo type details. The logo itself uses the letters J & T as a rock formation in front of a setting sun behind a mountainside, a very common visual seen in the landscape. I picked these warm colors as another reflection of the landscape, keeping in mind that Joshua Tree is a desert so I wanted to play that up in the visual identity.
The website was front-end coded entirely by myself. Many hours were poured into this website to make sure it functioned correctly navigation-wise, and I think I achieved my intended goal in terms of how I wanted the aesthetics to capture the audience. My favorite element is the gradient background, another nod to sunsets in Joshua Tree. I color treated some images for the sake of uniformity within the website if they weren't playing with the colors of the website well.
I know that despite Joshua Tree being a desert, there are countless campsite spots and places of leisure that the whole family could enjoy, so I wanted to play that up and the tagline, "find life in the desert," came about.
The web banners use the same tagline, as well as bands of color and funky, wavy lines being a common theme throughout the advertising.
The stationary and website were inspired largely by safari and park rangers uniforms, with beige being a predominant color for readability's sake. The reoccurring wavy shape with repetitive color blocking added a fun visual where a blank area might be to tie back into the colors of the website and unify the brand identity.
I created these merchandise mockups that could be sold on the website or at the park itself. I wanted to include some abstract shapes to make the merchandise more visually interesting. The waves and overlapping shapes are evocative to me of the landscape of boulders as well as plant life, and I think the shapes interact with the logo on the tote bag nicely, giving balance to the composition.
