Summer Williams Portfolio

Park Co.

 

Park Co.

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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.

 
 
 

DELIVERABLES

  • Brand strategy

  • Logo system

  • Brand style guidelines

  • Stationery system

  • Website home page

ROLES

  • Strategist

  • Visual Designer

 
 
There are no words that can tell the hidden spirit of the wilderness, that can reveal its mystery, its melancholy, and its charm.
— Theodore Roosevelt
 
 
 

CONCEPT DEVELOPMENT

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.  

 

 
 

CHALLENGE

Create a brand strategy to convey the essence of a National Park hostel company.

 

SOLUTION

Created a brand strategy that conveys a sense of community, excitement, and comfort in nature.

 
 

Phase 1: DEFINING THE TARGET AUDIENCE PERSONA

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Outdoorsy Oliver

• 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

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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

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Budget-conscious Brett

• 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

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Friendly Faye

• 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

EXPLORATIONS

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LOGO REFINEMENT

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BRAND ASSETS

 
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THE MARK

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.

 
 
 
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MARKETING MATERIAL

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