PROJECT OVERVIEW ––––
Park Co. is a concept hostel chain owned and operated by the National Park Service, offering an alternative way to enjoy the parks.
Brand style guidelines
Website home page
The parks are an important part of American culture and should be preserved for future generations. In an effort to highlight the national parks, I created the idea of a hostel chain owned by the National Park System.
Create a brand strategy to convey the essence of a National Park hostel company.
Created a brand strategy that conveys a sense of community, excitement, and comfort in nature.
Phase 1: DEFINING THE TARGET AUDIENCE PERSONA
• 30 year old male
• Kayaking Instructor
• Loves the outdoors
• Usually camps in tents or backpacks
• Developed back pain so he sometimes wants a more comfortable experience while exploring
Loves Comfort Carrie
• 28 year old female
• Marketing Director
• Really likes traveling domestically with friends
• Enjoys nature but hates how uncomfortable camping is
• Comfortable beds and a shower are must-haves
• 19 year old male
• Full-time university student
• Studies hard during the week but likes to do weekend trips
• Has to be budget-conscious with his travel itinerary
• 24 year old female
• Event coordinator
• Extremely friendly and outgoing
• Sometimes travels alone and wants to meet new people to share experiences with
Phase 2: ESTABLISHING A VISUAL IDENTITY
The final logo variation derives from a sketch of bunk beds representing the hostel dorm-style bedrooms. After abstracting the bunk beds, the mark results in two rectangles to signify the letter P and the shelter that the hostel provides.
Hostels bring diverse groups of people together to share rooms and experiences. To illustrate this, the logo mark has flexible variations that utilize different patterns working together.
The typography is integrated with the rectangles to create a dynamic mark. While the “park” sits atop of the rectangles to represent the exploring guests do during the day in the National Parks, the “co.” sits under the rectangle to communicate the safety and security the hostel provides.