Type of Work

BrandingStrategyVisual DesignDigital DesignIllustration

There’s nothing like nature.

There is no equal to “America’s Best Idea”

—Our National Parks


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.


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.

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