The National Parks Conservation Association’s mission is to connect a new generation of conservationists, environmentalists, and outdoor enthusiasts to protect America's National Park System. The speculative identity redesign features natural elements that the non-profit strives to protect while sustaining the bear symbol they’ve featured since 1919. The new brand image is designed to appeal to a younger audience and educate the importance of protecting the park environment and wildlife. This effort hopes to increase visibility and awareness in order to increase funding donations

The creative process began with developing a system of symbols, typography, and color palette supporting the creative brief. The bear symbolizes strength and refers to Yellowstone National Park, the non-profit's first protected park. The ear is the protection of the sky and the use of solar power. The mountain protects the land. The dots combine the protection of water and the connection between community relations. These elements developed into patches for an award program. Completing different physical tasks highlights individual accomplishments and visualizes community care for the parks. One example would be, if you climb the highest mountain at the park, you get the mountain icon patch. You can also earn support patches by making direct donations.

The proposed branding was successful in meeting the project brief and was well received by the outside reviewer's in-class critique.