Phase 1: Research & Discovery
Kaua‘i, if you listen.
Reimagining the brand for Hawai‘i State Parks, starting with its most sacred island.
The Challenge and Task
Kaua‘i State Parks must evolve from a generic system to one that reflects local culture, protects sacred land, and fosters deeper connection. The goal is to build a brand that centers Hawai‘ian values, invites stewardship, and restores meaning to the park experience. Through cultural insight, strategic design, and storytelling, this is a prototype case-study of co-creating a system that honors the past, serves the present, and inspires future care.
What I Did —
Research (brand, cultural, global models)
Stakeholder & Audience Interviews
Visitor Journey Mapping
Audience Segmentation & Targeting
Brand Architecture & Cultural Positioning
Competitive Analysis & Repositioning
Visual Rebranding & Brand Story
Business Model
Brand ID & Brand Expressions
The Outcome —
A cohesive brand strategy and identity system that repositions Kaua‘i State Parks as a culturally grounded, community-led experience. The work includes a clear brand purpose, narrative, and visual system designed to build trust, invite stewardship, and transform how visitors connect with the land.
This thesis project was completed under the guidance of Lauren Cantor, Susan Gornell, Pamela Olecki, Petrula Vrontikis and Gerardo Herrera. | ArtCenter College of Design | Course: GBDS-665-01 Capstone
Most photography and video by Elizabeth Baizer Raines & Don Raines Jr. Additional imagery licensed for educational use from Adobe Stock. Some stills and video references from Google Earth, TRUE HAWAII by Sam Potter and from GoHawaii.com/YouTube. Some images in this project were created with AI-powered tools.
“People never see us Hawai‘ian people for who we are because they never get to see the culture. The minute we don’t share, that’s the minute our culture dies.”
(Greg Kawaimaka Solatorio, 2018, 00:01:34)
Brand Audit
Kaua‘i. One of the most beautiful places on earth. Its diverse landscapes connect nature and ancestry in every direction. But the scenic views are devoid of a narrative.
Statistics and Findings —
9 state parks
16,000 acres of neglected land
No story. No identity. Both the website and on-site signage feel institutional and impersonal. Isolated, remote. No one to welcome or guide you.
Over 1 million visitors per year
An estimated 80 people die each year from drowning or falls.
On the trail, there’s no cell or Wi-Fi signal. Locals and tourists are at risk. There is no park representative to provide advice, and the absence of anyone nearby is a serious safety issue. All you meet are ugly signs and a trash can.
Macro Trends
Across the world, three powerful trends are reshaping how we relate to land, culture, and care. A return to what the people of Kaua‘i know best. The future of conservation depends on restoring connection and aligning stewardship with meaning, not just protecting the view.
Site Visit
A SMARTER SYSTEM. RESTORED LAND.
A MODEL TO FOLLOW. (BUT IT COULD STILL BE BETTER.)
Haʻena State Park, reduced tourist traffic by 70%, putting community and taro farming first, then visitors followed.
BEFORE (2018)
AFTER (2022)
SWOT Analysis
LEARNINGS / TAKEAWAYS