Brand Design

A redesign for the not-for-profit organization, Mohonk Preserve. The preserve works to protect the natural landscape of New Paltz, New York, while growing a sense of community with educational programs. To highlight the visual beauty of the mountain ridge, the logo includes the iconic shape of the mountain ridge, with a rugged style of type. A scavenger hunt pamphlet provides information for hikers for a special event. It folds out to reveal interesting information about Mohonk and a full map for the hike. At the end of the hike, participants receive merchandise that references part of the hike called The Lemon Squeeze. The clever name of this hike inspired a fun design that serves as an inside joke for participants. This redesign appeals to the every-day, down-to-earth person, using light colors and picturesque landscapes.

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The ad series reaches out to people who do not live in the area, by presenting an escape from the hustle and bustle of a city environment. The action words are short and to-the-point, to catch the viewer’s eye. The torn paper lines up when the images are side-by-side, and adds a dramatic effect.