Granite Peak
A comprehensive branding and design campaign for Georgia park.
Environmental Branding and Experiential Graphic Design
Stone Mountain Park is an 3,200 acre amusement park and natural wonder nestled just outside of Atlanta. The world’s largest confederate monument is carved into the rock, a physical reminder of the land’s divisive history. Today, Georgia law designates the entire park as a memorial to the confederacy. What does this say about the experience it offers to every visitor?
What we did
1 ---- Proposed Granite Peak, a reimagined use of the current space.
2 ---- Developed brand identity, emphasizing the restorative powers of the outdoors.
3 ---- Created branding assets to illustrate concept.
Brand Strategy
After conducting research, our team identified what Stone Mountain lacks. Using these findings, we transformed them into Granite Peak’s four pillars: inclusivity, environmental awareness, preservation, and recreation, which guided us through the brand development process. Check out the redefined brand manifesto:
Brand Identity
We then developed Granite Peak’s identity system which places emphasis on the park’s features. Pulling visual inspiration from the mountain’s form and natural colors, we paired the primary icon with an inviting and energetic typeface to portray brand strategy.
Refinement sketches to achieve visual balance
Alternate lockups for various spaces
Brand Expression
To propose our concept to the State of Georgia, we applied brand strategy and identity into the physical space, showing how Granite Peak would look and feel.
Using a combination of existing spaces with proposed construction and wayfinding systems, we illustrated how Granite Peak’s core values reshape 3,200 acres of forest, lakes, and hills into an inclusive + transformative space.
Entrance gate to Granite Peak
Icons
Developed two sets of icons, functional and decorative, to direct visitors throughout the park.
Decorative icons categorizeFunctional icons denote