Montaña de Oro Campaign
This project involved researching and documenting a location in the San Luis Obispo area. Through a process of ideation and experimentation, a promotional campaign was thoughtfully developed and executed. I chose Montaña de Oro State Park — a coastal destination in Central California known for its rich biodiversity and breathtaking view — as the focus of my campaign.
Process
Messaging was at the forefront of this project, the first step to understanding where this message will land was research. Gaining a deep understanding of what Montaña de Oro represented was essential to directing where I took my designs.
Photography was an additional element to this project, with all imagery photographed originally. I wanted to capture these breathtaking landscapes, the feeling of being surrounded by an environment much greater than yourself.
From the beginning, even in the sketching phase, I had a clear vision of representing the power and all-encompassing nature of Montaña de Oro by drawing inspiration from the concept of the sublime. In art history, the sublime reflects the idea of human smallness in the vast, awe-inspiring context of nature and the world around us — a feeling I aimed to capture. Through intentionally directed photography, and experimentation with layout and typography, I worked to convey this sense of wonder and scale.
Booklet
This booklet is designed for visitors to receive upon entering Montaña de Oro and keep as a memento.
It provides information about the different areas of the park — from the eucalyptus groves to the coastal peaks. With the inclusion of QR codes, the booklet also serves as a helpful guide, linking visitors to site maps, tide information, species education, and more.
It provides information about the different areas of the park — from the eucalyptus groves to the coastal peaks. With the inclusion of QR codes, the booklet also serves as a helpful guide, linking visitors to site maps, tide information, species education, and more.
Posters
Promotional Material — Social Media
For more community engagement I designed both Instagram posts and stories. All which promote the #StayGoldenMDO.
Merchandise
Includes, large totes bags, smaller totes bags, and foldable picnic blankets. Each merch item adheres to the color system curated for this campaign. The picnic blankets are a unique and functional item for visitors to purchase and use in designated picnic areas or even simply on the beach.
