Protect Every Park
Overview
Role: Creative Strategist & Designer
Scope: Advocacy campaign materials
Tools: Adobe Illustrator, InDesign
THE Challenge
NPCA needed a set of advocacy materials for a campaign spanning four states, but the messaging was… a lot. We had to explain complicated policy in a way that made sense to both lawmakers and everyday park lovers — without losing the heart behind the mission.
The Process
- Landed on emotional photography + bold type + clean structure
- Built a system that could flex for VA, WV, MD, and PA
Exploring Directions
- Dug through existing brand guidelines and reference materials
- Pulled ideas and messaging from NPCA’s policy and comms teams
- Spotted a gap: the visuals needed more warmth, less jargon
Getting the Full Picture
- Mocked up 2 draft layouts → got feedback, refined, repeat
- Created components (headlines, stats, callouts)
- Delivered 10 finished assets: fact sheets, ads, social graphics, etc.
Designing & Tweaking
The final set of materials became the go-to toolkit for the Mid-Atlantic team's outreach — used everywhere from legislative meetings to digital pushes. The design system made it easy to swap in state-specific info without reinventing the whole thing.
