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 Hawaiian 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 Gerardo Herrera, Lauren Cantor, Susan Gornell, Pamela Olecki, and Petrula Vrontikis. | ArtCenter College of Design | Course: GBDS-665-01 Capstone
“People never see us Hawaiian 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
Approximately 80 people die each year from drowning or falls.
Safety info is hard to find and often missed. On the trail, there’s no cell or Wi-Fi signal. Locals and tourists are at risk.
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.
Competitive Advantages
Research into global park systems revealed three ways Kaua‘i can lead, making it a unique park experience unlike any other in the world.