Work
Develop a campaign mark and visual identity for an ongoing campaign, ‘Love Your Adirondacks’. Design/develop supporting print and digital assets.
lead generation, impressions, pledge submissions, awareness
Each year, millions of people visit the public lands inside the Adirondacks, comprised of over 6 million protected acres of natural habitat. However you choose to spend your time here, we know the Adirondacks will hold a special place in your heart. We feel the same way. To Love Your Adirondacks is to protect the lands, waters, and communities we all know and love.
Love Your Adirondacks (LYADK) is a continuous campaign designed to raise awareness for Leave No Trace principles within the Adirondack Park. Recognizing the escalating environmental impact of tourism, particularly as the Regional Office of Sustainable Tourism (ROOST) markets the region to millions annually, there's a critical need for a shift toward destination management. By aligning with the widely recognized LNT principles, ROOST aims to address the specific environmental challenges faced by the Adirondack region, ensuring sustainable practices are integral to its ongoing promotion and management.
Given the tight deadline for creating the visual identity for this campaign, I had limited time to gather background information. In the brief window available, I researched the Leave No Trace organization and studied their marketing approach. Additionally, I delved into color theory to develop a suitable palette for the brand. Despite the campaign's serious messaging, we aimed for a mark that would convey a friendly and inviting tone.
1. Design a mark and visual identity that embodies the familiar and well established brand of Leave No Trace (LNT) that can be easily/quickly identifiable with the Adirondack Park.
2. Create supporting print and digital materials that encourage people to sign up for the LYADK newsletter, take the LYADK pledge, and increase overall awareness of sustainable practices.
Responsibilities included:
Visual Identity
Brand Roll out
Campaign roll out across various brand touch points including digital platforms as well as print materials including:
Developing new Leave No Trace (LNT) habits can be challenging for outdoor enthusiasts. To evoke a friendly and inviting tone, I opted for a sketched feel in the mark. The visual identity exudes a gentle and welcoming atmosphere, encouraging people to embrace the Adirondacks with care. The primary color, purple, symbolizes a sense of responsibility and affection for our cherished land.
Achieved a heightened awareness and understanding of Leave No Trace principles among visitors to the Adirondack Park, leading to a reduction in environmental impact from tourism activities. As of 2024, we have 2,500+ confirmed LYADK pledges. By taking the LYADK pledge and practicing Leave No Trace ethics, people can help ensure that the forests, waterways, and communities of the Adirondacks remain beautiful and unique for generations to come.
