National Monument Branding
I was first drawn to the Sonoran Desert because of its large specimen of saguaro cacti. They already grow in a pretty neat graphic shape and I figured their blooms would be super fun to design, play, and mess with. And man, was I right, I had so much fun with this project. It was one of those things you just never wanted to stop working on.
Design wise, deserts have always embodied this oddly clean and arid feeling for me, almost giving off a minimalist elegance. This was the feeling I wanted to pursue and communicate with using a very open, san serif typeface and simplistic, airy layout with clean lines. Secondly, I wanted the colors to come from the landscape itself, and the activities the park offers. It was important that the colors were genuine and warm, while also a little bit exhilarating.
Overall, I believe the project came out holding true to that clean and elegant feel, while also adding a bit of retro twist.