Michigan State Parks Rebrand
Branding System
December 2021The Goal:
![](https://freight.cargo.site/t/original/i/b39784a007b8f116a0a8c4ee186a506306d01e49e1a8edbcf909b2f65d5aa352/Screen-Shot-2022-03-14-at-1.15.37-AM.png)
![](https://freight.cargo.site/t/original/i/cddfca17440a274aa6abf00e432c6ab2e370fafd18494707793cd96100efbe94/Screen-Shot-2021-12-06-at-2.23.35-PM.png)
![](https://freight.cargo.site/t/original/i/d01fb2c6bdf750c4806a7d6e36aafaa16065ea57c4fa9c26b9bd866167878628/ID_Badge_Mockup_v02.png)
![](https://freight.cargo.site/t/original/i/01506e3619148d46184e5d854b860cce8c5a032f5309c9538bac85758bf66aae/Screen-Shot-2022-02-26-at-8.03.18-PM.png)
![](https://freight.cargo.site/t/original/i/ace8082a94a95d323c7936d6f9caa8fee6487f661859c0e2c686964dd6e9ac0f/Screen-Shot-2022-02-26-at-8.03.27-PM.png)
![](https://freight.cargo.site/t/original/i/2e943fd24d37fe8d125ac8e933375b60b956d4eb422300f746060a771d44b0c7/Free_DL_Flyer_C-Fold_Mockup_3.png)
![](https://freight.cargo.site/t/original/i/c5e6c140166fc697f0d6ed774b60a2f128dd0b98b628bd8445293d4547cf6f7a/Computer_phone2.png)
![](https://freight.cargo.site/t/original/i/9b85a9a7986beb61401167172ea5c3962bbcf93c2969e50305f741576d429447/Computer_phone.png)
![](https://freight.cargo.site/t/original/i/2a4078bcd10ee3864125c183030c79c508441bc800fee715c75fdc4bf634a3e0/park_service_uniforms.png)
![](https://freight.cargo.site/t/original/i/5f4509c8a9a428bd6821400ab814b297bcbdd5d651d2a5a2167a9885cf5b3e47/Insta-Profile.png)
![](https://freight.cargo.site/t/original/i/106a7d706a815bfdb0db871b85744b4ab09788bdd74e7bd78429f6513bf501a2/Screen-Shot-2022-02-12-at-11.11.23-PM.png)
The Solution:
The brand Maddie chose to redo was the Michigan State Parks DNR system. She did a lot of research online, as well as field research going to different parks, taking pictures and writing notes.Challenges Faced:
Challenges arose throughout this whole project, from conceptualization to final days of production. She came up with the signature ‘M’ early on, but then struggled a bit to incorporate it in a way that was not overtaking the brand. She took a bit of time to nail down a solid concept.![](https://freight.cargo.site/t/original/i/146c6e63bbf247be67260753aed525622af2fc5d618904949aa802bb47011c8c/Screen-Shot-2022-02-26-at-8.34.49-PM.png)
![](https://freight.cargo.site/t/original/i/1828f01a06d4423b05d511123c7860ee1846b817a16bc812303d02c86493a455/Screen-Shot-2022-02-26-at-8.34.59-PM.png)
![](https://freight.cargo.site/t/original/i/b70faf7db685795e343825e143aa5ff007ac83e606b507393869e21e4b586fa3/Screen-Shot-2022-02-26-at-8.35.16-PM.png)
![](https://freight.cargo.site/t/original/i/254b0972d06a5a2daf14ec53614d83b22b73ce0d7061caf6ef1cfb91faf230ee/Screen-Shot-2022-02-26-at-8.36.12-PM.png)
![](https://freight.cargo.site/t/original/i/a92e85b7cbe16db35ea96097e0534a0aaa7dc26e7ad66d94da8494a805b96283/Screen-Shot-2022-02-26-at-8.36.23-PM.png)
![](https://freight.cargo.site/t/original/i/036d69a4e644f679dd38d80a4ca15a50eb4429de9c769059eb79df3c5ef56cde/Screen-Shot-2022-02-26-at-8.36.33-PM.png)
![](https://freight.cargo.site/t/original/i/06708fe536438ee94c499d8aff586d3683b560c8349ac09cbf67fd65fc83a98d/Screen-Shot-2022-02-26-at-8.37.03-PM.png)
![](https://freight.cargo.site/t/original/i/85b309f646327a96660392a98d41459c95a966b825321d352f37053538bb3e8b/Screen-Shot-2022-02-26-at-8.37.11-PM.png)
![](https://freight.cargo.site/t/original/i/69954b753ce211b68753265c858baf58e6f803bc6c6ff5b56ae6e6b512eecdad/Screen-Shot-2022-02-26-at-8.37.22-PM.png)
![](https://freight.cargo.site/t/original/i/96a2b81f99ad5c7c650303f6bf09cd4d39725a30db77ea67570215ebf0115930/Screen-Shot-2022-02-26-at-8.37.27-PM.png)
![](https://freight.cargo.site/t/original/i/bcbea4567a561b886ff32dcb180e1a192dc3815deeda3b806e9646d0d01ef423/Screen-Shot-2022-02-26-at-8.37.32-PM.png)
![](https://freight.cargo.site/t/original/i/1deb554055e8a30324f747c0463072568b26cff9d8c82394b00a169e48512a1b/Screen-Shot-2022-02-26-at-8.37.16-PM.png)
![](https://freight.cargo.site/t/original/i/d026184ad501ccaf9e7d52f6210b1174f90bb93a4a96eac6dbd47f628a0b17fb/Screen-Shot-2022-02-26-at-8.37.39-PM.png)
![](https://freight.cargo.site/t/original/i/a7338831cc1af5e26a247339f25d70fe64e7b84612013e27cd7e400b5224147f/Screen-Shot-2022-02-26-at-8.37.45-PM.png)
![](https://freight.cargo.site/t/original/i/3cdde423bd00893d52eaa6d424f4f254093f4bca09ffdfd6273088333455d29e/Screen-Shot-2022-02-26-at-8.37.53-PM.png)
Role:
Designer, Copywriter
Deliverables:
Full branding system, Brand Guidelines; mock-ups, letterhead, envelope, business card, website screens, mobile app screens, motion element, products-physical mock-ups. This was a learning experience for Maddie. It was a lengthy and difficult process, and she would like to go back and rework some of it and give finishing touches.Process:
At a Glance:![](https://freight.cargo.site/t/original/i/a19e387716eed57fa06f50cfc9a440a3f42a9b3ab87d3135d747e6d0099730ea/Free_Wooden_Stand_Mockup_2.png)
![](https://freight.cargo.site/t/original/i/6d8049dcd726e58f6cb3a82a6185e89ffb0b9e42a54f62edd9605d74239402d4/Sterling-Sign1.png)
![](https://freight.cargo.site/t/original/i/5ecbcba085f4ea41cfa91a1aa19817451b550e16cc62eac9021bd34473310d77/Screen-Shot-2022-02-26-at-8.06.40-PM.png)
![](https://freight.cargo.site/t/original/i/c9abba3995eb80a48b68003d63af35b96506fff31a9bae3e481d039d275be8ed/tshirt_mj.png)
![](https://freight.cargo.site/t/original/i/c3f011e8b922f4ba731a19444bfe3cb9fc8b9700dc7e7f61dc51b75c221e3a8e/Trail-Guide.png)
![](https://freight.cargo.site/t/original/i/352bbe829bdc5da9dc40270389deedea32ce5021f5e79ac3e4f0eda35aa9b663/Screen-Shot-2021-12-06-at-2.38.18-PM.png)
![](https://freight.cargo.site/t/original/i/0a29a3457c3403d9f6e8933758e0404d9a8d6630ce2cb628c0a397f106a6a3d9/Screen-Shot-2021-12-06-at-2.17.58-PM.png)
![](https://freight.cargo.site/t/original/i/c7a4b3c3f908befa3c7c10a7db73720c290d43b4d6a4cee15eeb68b9dfe59f36/Screen-Shot-2021-12-06-at-1.47.04-AM.png)
Brand Structure:
![](https://freight.cargo.site/t/original/i/56280f13036b6587eb7afbc298e408258519160c986afcfb6cb65b651c05b38f/Screen-Shot-2022-02-26-at-8.24.06-PM.png)
![](https://freight.cargo.site/t/original/i/35cab0593406fa98a79d8a6f83b6ad558ab48e10d69dbfa2e0c51d480a56f2bc/Screen-Shot-2022-02-26-at-8.24.15-PM.png)
![](https://freight.cargo.site/t/original/i/74bb2165593936de71ff5586492fbf8e5868f66f551c8ea06838cc79b0280cdf/Screen-Shot-2022-02-26-at-8.24.20-PM.png)
![](https://freight.cargo.site/t/original/i/d99f80c4d0b7a56ade33addf8c6dfaa12287c6d09dc394f07d9d839ee4a5c54d/Screen-Shot-2022-02-26-at-8.24.26-PM.png)
![](https://freight.cargo.site/t/original/i/47055b352b3c92e3d7bd2cd85652e13a1590cdd52e403a3c86a016f2c3b550ed/Screen-Shot-2022-02-26-at-8.24.38-PM.png)
![](https://freight.cargo.site/t/original/i/ec913eb004aa386fbd9a4fad734ec4facc28e7ada74887bc8c781e815b012153/Screen-Shot-2022-02-26-at-8.24.47-PM.png)
![](https://freight.cargo.site/t/original/i/bd1f9a8054b8ae619f8a8b135a8f3ed3b8764deb66d731b3d19d0c7b3ff0b82d/Screen-Shot-2022-02-26-at-8.24.58-PM.png)
![](https://freight.cargo.site/t/original/i/78dd2fefd27545ff272cbb6a41d0913143b7a0b4d8d35a6a691d9f6e2bdcadf5/Screen-Shot-2022-02-26-at-8.25.10-PM.png)
![](https://freight.cargo.site/t/original/i/fd309713ec8d42fb6452523bac96145007f892161873aad3c91fb88785c3c825/Screen-Shot-2022-02-26-at-8.25.17-PM.png)
![](https://freight.cargo.site/t/original/i/71a666a3d8bf6968b7152a12840839b9ebee3db95ec3874b16c30efd69c21622/Screen-Shot-2022-02-26-at-8.25.34-PM.png)
![](https://freight.cargo.site/t/original/i/4ff4701202053b1f8bf17b406393a2b143770f5f63976d6240d44f3b9349ef60/Screen-Shot-2022-02-26-at-8.25.38-PM.png)
![](https://freight.cargo.site/t/original/i/b51ccdf6c85856f9ca853e2cbfed15a50ae11cb4a88953f11adf9e9e6873adfd/Screen-Shot-2022-02-26-at-8.25.47-PM.png)
![](https://freight.cargo.site/t/original/i/8a42752d4190f7cf0a5c440930f8e9ec36763b28f3828f544090c7968911119a/Screen-Shot-2022-02-26-at-8.26.03-PM.png)
![](https://freight.cargo.site/t/original/i/c387eb0a1a52a8f9e3c517a25451a241f7bd7fb2c79dc39ada3c8d2f54bdd84a/Screen-Shot-2022-02-26-at-8.26.09-PM.png)
![](https://freight.cargo.site/t/original/i/55dece22faa6830da419b72e2035fc63db3cd803ddc56e4f602c29975726912c/Screen-Shot-2022-02-26-at-8.26.14-PM.png)
![](https://freight.cargo.site/t/original/i/8a6dc3c138ceaa863261fd333b6be495b084e2e487a556375f5b6966ff582fe8/Screen-Shot-2022-02-26-at-8.26.22-PM.png)
![](https://freight.cargo.site/t/original/i/916ce34c34643716a123e3f6e903ab1a311fe1abeb16d8f306dc0dcf4c439c04/Screen-Shot-2022-02-26-at-8.26.25-PM.png)
![](https://freight.cargo.site/t/original/i/5f4a5a425bfd6b5874f06685468d1547ffa7685e6f527ce5b97d7f7ed84ecce8/Screen-Shot-2022-02-26-at-8.26.32-PM.png)
![](https://freight.cargo.site/t/original/i/1cc19c4923b02d36ac3c9b2815746418a63da169d163c2fdeda1a1be3796fb51/Screen-Shot-2022-02-26-at-8.26.45-PM.png)
![](https://freight.cargo.site/t/original/i/de2990cd5c5583782e5919ee53cbbfc57e64d54519ee1d825897d0526e32aeb3/Screen-Shot-2022-02-26-at-8.26.54-PM.png)
![](https://freight.cargo.site/t/original/i/7874c214f0ee110a890ef52b141fcdf800679cfaa82b90831e50978bb47c5ade/Screen-Shot-2022-02-26-at-8.27.01-PM.png)
![](https://freight.cargo.site/t/original/i/71f0929b63682de1747e2bc960f1749b23761435ab6d5c23b91c1e8f9351dd87/Screen-Shot-2022-02-26-at-8.27.07-PM.png)
![](https://freight.cargo.site/t/original/i/730566301c49d2f9fce87e51715082623219b64a8e39885fb422944311012288/Screen-Shot-2022-02-26-at-8.27.12-PM.png)
![](https://freight.cargo.site/t/original/i/0bb7a71dc5187465150a778f8b8a328a3149c246bd65fb635cbe73cf65ace35c/Screen-Shot-2022-02-26-at-8.27.17-PM.png)
![](https://freight.cargo.site/t/original/i/5222297c07c7d538f5d23d9e3fbd029a6f54941053fc7513c7ca78ad06e35621/Screen-Shot-2022-02-26-at-8.27.24-PM.png)
![](https://freight.cargo.site/t/original/i/aaa5d28540f784faaa88a9e5a1edca43408a34fdf435b2040d91a21fa7189fbd/Screen-Shot-2022-02-26-at-8.27.50-PM.png)
![](https://freight.cargo.site/t/original/i/d6ef645d0b6d07e89b9218e4c5627ce847409ed715378a7546f7305680a44afc/Screen-Shot-2022-02-26-at-8.27.57-PM.png)
![](https://freight.cargo.site/t/original/i/b6e882bd337c8e275b92836f1ed7e0ec543fa1c0e24a236b8398adbb530992c4/Screen-Shot-2022-02-26-at-8.28.02-PM.png)
![](https://freight.cargo.site/t/original/i/8ef4964ba5da8dded4357a99216b0f67bd6cea9d5abc6b3e721051b7caecd94d/Screen-Shot-2022-02-26-at-8.28.08-PM.png)
![](https://freight.cargo.site/t/original/i/332c025703f56df80fe86354d0c5b0a19deefa25397e4d4378ca54c9e1c36ad0/Screen-Shot-2022-02-26-at-8.28.13-PM.png)
![](https://freight.cargo.site/t/original/i/46eda5a662638b34916455181d221e80eb5cd0a7a48632c5541cce3ea3e48b7c/Screen-Shot-2022-02-26-at-8.28.24-PM.png)
![](https://freight.cargo.site/t/original/i/ed0ee761bf0e4c2b090393799a558690109c5bf85b3c6dad90b17a06a38cd564/Screen-Shot-2022-02-26-at-8.28.42-PM.png)
![](https://freight.cargo.site/t/original/i/bc6791e2417add0e2711ef3e59fe549886878eba526c807391b6162790fd6a83/Screen-Shot-2022-02-26-at-8.28.51-PM.png)
![](https://freight.cargo.site/t/original/i/f90c2d539310c4e22089f3dc90fc5e1f4e09c335ddb36799aa8186735639d705/Screen-Shot-2022-02-26-at-8.28.33-PM.png)
Letterhead:
![](https://freight.cargo.site/t/original/i/c11e29c9be3f2c5d73538c7889bd0f2a9f67922dc3d11aa63274afb09dc3a6fe/Screen-Shot-2022-02-26-at-8.09.01-PM.png)
![](https://freight.cargo.site/t/original/i/2e1c9b6454af17dcfb0a5a340a8d455cc61adfd8acb9d8f99c8e1e82d18b1354/Screen-Shot-2022-02-26-at-8.09.15-PM.png)
![](https://freight.cargo.site/t/original/i/c4be4b425caa15ac75e9eab3ce8c4270c786914e15cd4e329dbc9c10fdda84ec/Screen-Shot-2022-02-26-at-8.09.22-PM.png)
![](https://freight.cargo.site/t/original/i/f10393a6a23d5e2f800d7fd589795cc9941ce88e6b6b5bef38bd3c7ddc829937/Screen-Shot-2022-02-26-at-8.12.29-PM.png)
![](https://freight.cargo.site/t/original/i/f9c1e0eedcc78da9c96b82d31e378d52202911382b53c22daf7204a80aea531f/Screen-Shot-2022-02-26-at-8.12.37-PM.png)
![](https://freight.cargo.site/t/original/i/a7b84fe6091eb8de848e37b2726a51ce3674f259cd019631f840fc584b2df69a/Screen-Shot-2022-02-26-at-8.12.46-PM.png)
![](https://freight.cargo.site/t/original/i/e64f0cb02d2d5dea64544d5e99239e930751b70cb0a38c4358a94f01fdcc8705/Screen-Shot-2022-02-26-at-8.12.56-PM.png)
![](https://freight.cargo.site/t/original/i/9538936300a10d1d5d3520a9172bd13578b3844bcc3bb1aa87bdf9f48ddb3290/Screen-Shot-2022-02-26-at-8.13.34-PM.png)
![](https://freight.cargo.site/t/original/i/128d205f54110e3fc3925c037fec74aeebe66ecd38ec0731eb86b3423876e71c/Screen-Shot-2022-02-26-at-8.13.44-PM.png)
![](https://freight.cargo.site/t/original/i/6690feabd36f60ef4d6f27eef2d488e7e783f1e021ac0fb82392a2bdecba92fb/Screen-Shot-2022-02-26-at-8.13.56-PM.png)
![](https://freight.cargo.site/t/original/i/fc5355a319e78c76ce6d49cf0d4e60cb56bd163ba90bd90b55e04a92c6843601/Screen-Shot-2022-02-26-at-8.14.05-PM.png)
![](https://freight.cargo.site/t/original/i/370378656049716bd3ae3d2cf6ec7047fd2acf34f31ab23d85aa70bb37342de6/Screen-Shot-2021-12-06-at-1.28.53-AM.png)
![](https://freight.cargo.site/t/original/i/f05f8c878d73635020e7b9e5161075a93db60225b36dfa557d27f10482c508de/Screen-Shot-2021-12-06-at-1.29.04-AM.png)
![](https://freight.cargo.site/t/original/i/1ce9a5a0376fe3dd1336049c5602439c9eb0643f5af0591e3d24e8e29e7655f6/Screen-Shot-2021-12-06-at-1.29.12-AM.png)
![](https://freight.cargo.site/t/original/i/53d69cdc81db19e7e863dfe19b71d8e960f6e66e02d0fcd1f4a6fdd4c6eaeae1/Screen-Shot-2021-12-06-at-1.29.22-AM.png)
![](https://freight.cargo.site/t/original/i/f8ab640cb0be538be008cce0f128c14ac3a7414a48fd2b29c582e7a16cf0340f/Screen-Shot-2021-12-06-at-1.29.32-AM.png)
![](https://freight.cargo.site/t/original/i/9e01ada9c5e5a98c35954722d5e5584d67955d904e1850e347170df223fa5942/Screen-Shot-2021-12-06-at-1.29.43-AM.png)
![](https://freight.cargo.site/t/original/i/96afdb0c88019c56711403d9a3713129ba7040f1ce76cb9aff185e4c1df74b90/Screen-Shot-2021-12-06-at-1.29.56-AM.png)
![](https://freight.cargo.site/t/original/i/28d1da3faf376aa607c0b75992292097b67f9da8a42b4fa4eef2765e266faf82/Screen-Shot-2021-12-06-at-1.30.04-AM.png)
![](https://freight.cargo.site/t/original/i/58bd3167761ca129f5a26cf6fd1424857a9020f792608b8fe4b22995127a6e7b/Screen-Shot-2021-12-06-at-1.30.12-AM.png)
Business Cards:
![](https://freight.cargo.site/t/original/i/96bcadf64cf19e4500f5688bcc0b01e3fe4c56578d231150084568957836ef86/Screen-Shot-2022-02-26-at-8.18.25-PM.png)
![](https://freight.cargo.site/t/original/i/d06901057a4ce5eeecf101e4f9d95fb32d998afe7974632d86527f93222ea0ab/Screen-Shot-2022-02-26-at-8.18.36-PM.png)
![](https://freight.cargo.site/t/original/i/3498bd7895bd4901e6366d5c6bd72772427931256efb3e77b8352ce857323976/Screen-Shot-2022-02-26-at-8.18.49-PM.png)
![](https://freight.cargo.site/t/original/i/6ca5b3055698cba443622ae408402151dcad213de6daa0e5f446e9a02b4b7a43/Screen-Shot-2022-02-26-at-8.18.59-PM.png)
![](https://freight.cargo.site/t/original/i/500c8b37a8164793816e73daf467d93fcbde9f1e3eaf323b8469f15be50fde58/Screen-Shot-2022-02-26-at-8.19.07-PM.png)
![](https://freight.cargo.site/t/original/i/5331e1963d4e7f9a3c0a48744eb51e315cd7447b592dfafd4792161d5ad540af/Screen-Shot-2022-02-26-at-8.19.15-PM.png)
![](https://freight.cargo.site/t/original/i/72fd24f62c42aaaac67a65cf2f9c4941dac66ae5eb05188301648fd583636b87/Screen-Shot-2022-02-26-at-8.20.30-PM.png)
![](https://freight.cargo.site/t/original/i/8d1f1d9fdb3aace3deb73456b708abf04c91321b2deb2dd8300817b7e7f9d767/Screen-Shot-2022-02-26-at-8.20.37-PM.png)