We were randomly assigned a type of business, and we had to create a whole brand based around it.

The concept behind my business was the creation of a nonprofit national park dedicated to providing a safe and welcoming environment for both families and wildlife. I wanted the park to feel like a place where people of all ages could explore nature without worry, while also emphasizing the importance of protecting the animals that live there. To reinforce this idea, I chose a brown bear as the park’s mascot. Bears are often seen as strong and protective, yet also connected deeply to nature, which made the mascot a perfect representation of the park’s values.

For this assignment, we were required to design a complete branding system, which included a logo, an identification system, and a presentation folder. I approached the logo design with the goal of making it friendly, approachable, and memorable—something that would appeal to families while still maintaining the professional feel expected of a national park organization. From there, I built the ID system so that every element, from the typography to the color palette, supported the identity and mission of the nonprofit.

The presentation folder tied everything together, serving as a polished, organized way to showcase the park’s brand. It allowed me to demonstrate how the visual identity could function in real-world materials and how consistent branding helps reinforce trust and recognition.