Client
Aramark
Year
2018
Type of Work
BrandingStrategyVisual DesignDigital DesignIllustration
There’s nothing like nature.
There is no equal to “America’s Best Idea”
—Our National Parks
Context
Whether visitors come for adventure, freedom, or fun, every awe-inspiring view, dusty footprint tread, and starlit night, gazed into by countless travelers and explorers, serves as another reason to love these natural monuments. Aramark Leisure came to us with an idea. They wanted to rekindle the passion for National Parks in nature lovers and travelers alike.
Solution
Using #whyihearttheparks as a symbol for this emotional connection, we leveraged a simple messaging platform and clean design. The nostalgic look harkened back to the National Park heyday to drive print and digital, as well as collateral and point-of-purchase materials. Everyone had a way to share their experiences and the passion they have for our parks.
01 Brand Identity
Harkening back to the heyday of outdoor travel in the United States, we created a brand identity that embraced the love of the National Parks and combined it with the nostalgia for 1940s and 1950s camping. We then extended it into an illustrative system that allowed us to express the mystery and imagination of exploration.
Related Work
Obvious Champions
Tether yourself to something that is bigger than who you are.
Penguin Piña
Viva La Piña!
Zazil Cocina Mexicana
Cocina Mexicana
Pomelo
The refreshing new way to send money.
World Positive Report Vol 2
Every choice we make impacts our world.
Warrior Open
Bush Institute Warrior Open presented by AT&T
Appdetex
Securing the world’s most valued brands.
Formant
We speak robot.
Zeus Living
Feel at home wherever life takes you.
MemSQL
Adapt in real time.
Curran
A cultural hub for all of San Francisco.
Pineapple Coffee
Rare and extraordinarily delicious.