Noah Cousineau
Designer and Californian
CALIFORNIA
STATE PARKS
Branding | Illustration | Visual Identity
California State Parks is a rebranding project of the entire state organization, one focused on the concept of reclaiming. When researching for the rebrand, I found that California State Parks is an organization frequented mostly by suburban and rural white male audiences. This left younger audiences feeling excluded or “othered” by the current brand. My solution to this feeling of exclusion was to visually reclaim the organization. I created illustrations and found photographs of old California and flooded these with vibrant colors and quirky cartoons. This reclaiming was akin to a type of graffiti, adding a youthful and artistic tone over a serious and outdated identity. California State Parks served as an opportunity to explore a brighter and more cheerful side of branding and implement my illustration skills as well.
Promotional Animation
Animation to display the rebranding of California State Parks
Logo
Logo was inspired by National Park wood signage.
Grizzly Bear Mascot
The new shiny mascot, Stephen the Bear. Stephen was meant to add a sense of levity to the park rebrand.
Marketing Posters
Various promotional posters for California State Parks
Promotional posters in context
Web and App
California State Parks website as seen on a laptop and demo of the California State Parks app
Environmental
Examples and diagrams of park signage and educational exhibition for children
Vehicular Design
Various vehicles with California State Parks branding
Uniforms and Merchandise
Uniforms and merchandise were made to highlight the bright optimism of California
Maps and Stationery
Materials include mailers for the public and various office and stationery items for internal use.
Brand Guidelines
The brand bible was made with real stained wood to emphasize the natural feel of the organization.