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 Ángel had the opportunity to contribute to the development of one of those initiatives, the National Water Trails System (NWTS). The primary effort 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 significant 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, Ángel 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 the identity and system through pragmatics, semantics, and syntax.
After presenting the brochure to stakeholders and the client's audience, the project evolved requiring more touchpoint products. Therefore Ángel took inspiration from water properties and characteristics to extend the visual story of the brand. Additional collateral ranged from posters, banners, business cards, and front-end web development. Each product has a responsive formation allowing for more user engagements. For example, the banners create a unified look when placed together. The website takes the shape of the digital device.