Phase 2: Insights & Observations
Interviews
I spoke with local leaders, and regenerative travelers. Their voices shaped the brand and showed what must change.
Selected Quotes —
“It’s too expensive to live here. But who will pass on our traditions, if our children leave?”
“We want visitors to take the time to connect and learn from us.”
“Tourists keep coming, yet our most sacred places, the parks, are being neglected and are unsafe for everyone. They are in serious need of help.”
Audience Framework
In working toward a brand strategy for Kaua‘i State Parks, once our aspirational audience was clear, we then discovered our design target.
Our Design Target
Our core audience: the Kaua‘i Guardians.
Local leaders and stewards who embody the values: stewardship, cultural integrity, and responsible access (bridging tourism with preservation).
Prema Tanaka
Food Systems & Culinary Director, Common Grounds
Zach Sui
Chaplain, Kaua‘i Prison
Sue Kanaho
Managing Director, Kaua‘i Visitors Bureau, Executive Director, Hawai‘i Visitors and Convention Bureau
Chucky Boy Chock
Executive Director, Kaua‘i Museum
“We know how to care for our land and culture but the system doesn’t support us.”
Design Target Core Tension
Our Influencers —
Meet our superfans, the tip of the spear of our design target group. These cultural preservationists and wise elders share ancestral knowledge, ensuring it lives on for future generations.
Greg Kawaimaka Solatorio
Cultural Practitioner, Molokaʻi
@slydahgoutdoors
Leina'ala Pavao Jardin
Kumu Hula, Kauaʻi
@leinaalajardin
Dr. Sam Ohu Gon III
@samohugon