Brand & Strategy Campaigns Case Study June 18, 2026

National Parks Conservation Association

A creative campaign inspired by NPCA featuring posters, motion graphics, and merchandise that raise awareness for wildlife protection and national park conservation.

Task

Develop and execute a multidisciplinary brand ecosystem that translates complex conservation narratives into accessible, high-quality artifacts, effectively shifting the audience from passive observers to active participants in wildlife stewardship.

Strategy
Art Direction, Integrated Campaign Approach, Advocacy & Awareness Work, Ecosystem‑Driven Creative, Species‑Centered Storytelling
Design
Art Direction, Poster Design, Narrative‑Driven, Advocacy‑Focused, Systems‑Based, Ecological Visual, Merch
Tags
National Parks Environmental Campaign

The Narrative

Why this Project Matters

America’s national parks are more than scenic destinations, they are living ecosystems under increasing pressure from climate change, habitat loss, and rapid development.

This work bridges the raw energy of urban graphic art with the polished storytelling of craftsmanship and intricate detail. By transforming bold visual advocacy into tangible, conservation-focused keepsakes that serve as acts of remembrance for the parks we love, the project aims to shift the visitors from passive observers to participants in collective responsibility, while encouraging them to appreciate the beauty of artifacts that anchor their personal histories within these landscapes, wildlife, and natural wonders.

Florida Panther

Protecting public lands and parks is essential to the survival of the Florida panther, a species that depends on vast, uninterrupted territory to live and hunt. As one of the most endangered mammals in the world, the panther faces an urgent fight for survival in a rapidly developing state. This visual celebrates the beauty and mystery of the panther’s elusive habitat — the very landscape that inspired the poster series and reflects the hidden, fragile world these animals call home.

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Protect Them All

These two illustration styles highlight the importance of every animal in the U.S. ecosystem. Each species plays a key role in a balanced food web by supporting pollination, natural pest control, seed dispersal, nutrient cycling, and habitat creation. Protecting all species means protecting our future in the face of environmental crisis.

Species in Disguise

These multi‑color hoodies use bold silkscreen artwork to raise awareness about endangered species. With minimal text and a larger graphic, the design invites people to look closely and discover the hidden animal within the collage, reinforcing why protecting every species matters.

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The Thinking

How the Challenge Was Approached

Inspired by the NPCA’s motto, “Protect Our Parks, Protect Our Future,” I interpreted this brief as a mandate: create work that communicates urgency while remaining timeless and meticulously crafted. I envisioned a campaign built on highly detailed, eye-catching visuals that honor the parks and the wildlife that depend on them for habitat and survival.

This led me to focus on endangered species—including the Florida panther, manatee, California condor, blue whale, and red wolf—whose futures are inseparably tied to the health of our protected public lands. I began by creating photomontage the core characteristics of each endangered species to see how their unique forms could anchor the composition of the posters.

To expand the core message, I developed a series of taglines—such as “Your Care Keeps Wildlife Alive” and “When Parks Thrive, Wildlife Thrive”—to reinforce a simple truth: protecting parks means protecting entire ecosystems. When those ecosystems thrive, everything within them, including us, thrives as well.

In recognition of the National Park Service’s 110th anniversary on August 25, 2026, I also introduced a social media campaign concept that encourages visitors to care for themselves and the land while traveling. This layer acknowledges the century‑long legacy of protection that allows us to experience the true beauty of nature today.

Ultimately, my thinking centered on crafting timeless, resonant work that connects park conservation to personal responsibility, ecological interdependence, and environmental stewardship.

The Problem: A Gap in Conservation Design

In looking at what is currently available for National Park enthusiasts, I noticed two things that felt like missed opportunities:

The “Activist Barrier”: Most designs I found were heavy on bold text and large, loud logos. While these messages are important, I realized that many people don’t necessarily want to wear a “protest” shirt/hoodie or any “environmental concerns” items every day. This creates a barrier where people who care about the environment might feel they have to “sign up” for an activist identity just to show their support.
Missing Our Wildlife: The National Park Service has an incredible archive of endangered species that are vital to our ecosystems. Yet, much of the item, merchandise, and artwork I see chooses to focus on slogans rather than the wildlife itself. I wanted to shift the spotlight to these creatures and their beauty. I wanted to see the animals, flowers, plants and iconic landscapes take center stage.

My Approach: "Elusive Advocacy"

I wanted to build something different, designing pieces that feel timeless, crafted, and easy for anyone to enjoy, no matter their background.

Art First, Slogan Second: My designs prioritize intricate, beautiful detail. By making the wildlife the star of the show, these pieces become artifacts that people want to own because they are beautiful, not just because they are political.
Welcoming to Everyone: By using a style inspired by public art, the visuals feel accessible and open. They are meant for people of all ages and all walks of life.
Subtle Stewardship: My goal is to make conservation part of our daily rhythm. You don’t have to be a loud activist to support our parks; you just need to appreciate the natural world. These designs allow people to carry that appreciation with them in a way that feels personal, quiet, and meaningful.

Vibrant colors serve as an invitation, underscoring the vital importance of protecting all species. By making wildlife the central element of the brand’s visual language, the work communicates both the urgency of conservation and the hope of creating meaningful change.

Where
Parks
Thrive,
Animals
Thrive

Exceptional Durability

Stainless steel bottles insulate well, stay clean, avoid toxins, last for years, and are fully recyclable — a far more timeless and sustainable choice than plastic.

Nature in Focus

Simplicity leads the design. A structured grid system shapes the magazine layout, showcasing vibrant, richly colored images captured by professional nature photographers. Clear, easy‑to‑read titles, subtitles, and body text ensure a smooth and engaging reading experience.

Part of Family

It’s more than a product — it becomes part of the family. As we celebrate 110 years of the National Park Service on August 25, 2026, every NPCA item is created not only to support park preservation and wildlife conservation, but to serve as a keepsake of the moments families share in our national parks. The cushion plushies are designed to be part of that unforgettable experience — a companion that carries the memory of every visit.

Celebrating Together

These bomber jackets are made for souls who carry nature in their hearts and a sense of youth in their style. Created in celebration of the National Park Service’s 110th anniversary, they give young audiences a way to stand out while honoring the parks and supporting conservation.

Refresh the Planet

This still water and electrolyte blend is sourced from natural environments, allowing drinkers to appreciate the freshness of water drawn from parks such as Kenai Fjords, Grand Canyon, Zion National Park, and Haleakalā in Hawaii. Each bottle can be collectible, is made from recycled, refillable materials—helping reduce waste and supporting efforts that protect not only our national parks, but also our water sources and oceans.

Crafted for Conservation

These backpacks are crafted to withstand the harshest environments using recycled materials such as waterproof canvas tarps and heavy‑duty waterproof canvas — helping reduce landfill waste and the reliance on virgin materials. Personalized with NPCA enamel pins and embroidered patches, each backpack supports NPCA’s conservation efforts while allowing every wearer to express their unique personality.

These items are must‑haves

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Physical maps and certain important information don’t rely on battery, signal, or downloads. In many remote areas, online maps can’t load unless you’ve saved them offline in advance—so having a physical map can be critical for navigation and safety.

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Proper hydration is key to staying comfortable and healthy on the trail. Carry as much water as your route requires.

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While you can share messages or post videos of your trips online, sending postcards creates a deeper, more genuine human connection. They become tangible memories — a moment you can hold. Writing by hand invites you to slow down, observe your thoughts and feelings, and express them with intention. It shows real care, offering a delightful, nostalgic surprise that no text or social media notification can match.

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Having a GPS navigator, walkie‑talkie, or other navigation device is important when you’re on unfamiliar trails. Choose the gear that best fits your trip.

Polaroid photos provide unedited, analog evidence that can’t be digitally altered or retouched, giving each image an immediate sense of authenticity. Their raw, unexpected results invite a true carpe diem spirit — seize the moment, embrace the unplanned — and turn fleeting experiences into physical memories you can hold. Bringing a Polaroid on your next hike is a simple way to capture honest moments that feel real.

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Stickers for the True Naturalist

These designs celebrates 110 Years of National Park Service and raise awareness for wildlife protection, highlighting mammals and birds that are increasingly endangered. Through their simple forms and shapes, the illustrations can easily extend into other items — from plushies and pillows to embroidered patches — creating a cohesive, mission‑driven collection.