National Water Trails System
The National Park Service (NPS) celebrated its 100th anniversary in 2016. Former Secretary of the Interior set 100 Call to Action initiatives and I had the opportunity to contribute to the development of one of those initiatives, the National Water Trails System (NWTS). The primary initiative of NWTS is to strengthen conservation, restore the nation’s rivers and connect people to the waterways. I was charged with the task to form the identity mark along with cohesive print and web communication products through my appointment at NPS. The identity mark required an urban and natural environment as well as recreation and visitor engagement in its visual communication.
A large driving force behind the development of the brand was the tri-fold brochure. The brochure was the first public outreach product for NWTS. Brochures are typically static and seem to have a one time use. Therefore, I took inspiration from early 19th century woodblock print, "The Wave," by Katsushika Hokusai. Utilizing a similar color palette, I replicated a dramatic wave that would be continuous regardless the direction the brochure is folded. The brochure inspired me to continue the same identity and system dynamics through pragmatics, semantics, and syntax.
Working alongside NPS project managers and stakeholders, I was encouraged to continue exploring my creative ideas. Therefore I took inspiration from water properties and characteristics to continue the visual story of the brand. Additional collateral ranged from posters, banners, business cards, and web development. Each product has a dynamic form and function.