Kazakhstan National Parks

Immense, undiscovered beauty exists in Kazakhstan's national parks. Alongside a multi-year development project to restore the parks, I worked on a new brand identity to  position them as vibrant, revitalizing destinations where visitors can rediscover the beauty of nature and improve their physical and mental wellbeing.

The visual identity had to express a celebration of the outdoors, unify the multiple entities within it, and help create buzz similar to that of American National Parks. The visual direction was a modern revival of national park vernacular. Natural colors were re-envisioned with a brighter lens, and the layering of organic and geometric elements helped bring a sense of movement and joy. The typefaces used had to be both free to use commercially and available in three languages (English, Kazakh, and Russian).