EXPEDITION BRAND IDENTITY SYSTEM
Branding | Identity System, Route Visualization & Visual Content
The Longleaf to Lighthouse project is a comprehensive brand identity system developed for the Florida Wildlife Corridor Foundation’s 2026 expedition. The multi-day journey highlights conservation efforts across Florida, connecting inland ecosystems to the Gulf Coast through a shared environmental narrative.
The visual system combines a structured typographic approach with a bold, adaptable mark designed for clarity across multiple applications. In addition to the identity, the project includes a route visualization map that translates the physical journey into a clear, engaging visual path that supports both storytelling and communication.
Drawing inspiration from Florida’s longleaf pine landscapes, coastal environments, and the expedition's progression, the identity balances natural forms with a clean, modern structure. The system extends across apparel, campaign materials, and digital applications, maintaining consistency while adapting to different formats and use cases.
In parallel with the design work, I captured photography and FAA-certified aerial video throughout the expedition, documenting the landscape and experience as part of an ongoing visual narrative. This content extends the identity beyond static applications, reinforcing the connection between the brand system and the real-world environment it represents.
The result is a cohesive and evolving brand system that demonstrates the ability to build a scalable identity rooted in both environmental context and real-world application, integrating branding, information design, and visual storytelling into a unified experience.
Map Design Brainstorming
EXPEDITION PREVIEW
Preview of branded expedition footage from the 2026 Longleaf to Lighthouse journey, capturing both ground and aerial perspectives.
