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 power of the outdoors.
3 ---- Created branding assets to illustrate concept.
Brand Strategy
After conducting research, our team identifyed what is lacking at Stone Mountain. We transformed what is currently missing 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
Developed identity kit for Granite Peak which places emphasis on the park’s natrual features. Pulled visual inspiration from the mountain’s form and park colors. Paired primary icon with an inviting and energetic typeface to portray brand strategy through logo mark.
Refinement sketches to achieve visual balance
Alternate lockups for various spaces
Brand Expression
Explain how Granite Peak translates into the real world. Applying brand strategy and identity into the physical space by designing for the existing natrual space while implementing the concept effectively for visitors.
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