NWT Parks
NWT Parks is a territorial program dedicated to preserving and promoting the natural beauty, cultural significance, and recreational experiences found across the Northwest Territories. Rooted in a deep connection to the land, the parks provide opportunities for exploration, education, and stewardship, supporting both residents and visitors in experiencing the North. Through accessible services, thoughtful infrastructure, and community engagement, NWT Parks plays a key role in strengthening connections between people, place, and culture.
The Approach
This rebrand focused on redefining how NWT Parks shows up across the territory, creating a more cohesive and recognizable presence while respecting the diversity of each park and community. Through research and brand strategy, I helped establish a clear direction that aligned with both user needs and the cultural context of the North.
I led the development of the logo identifiers and supported the art direction of the brand guidelines, ensuring the identity system was flexible, accessible, and consistent across all applications. The approach prioritized adaptability across multiple park locations, languages, and formats, allowing the brand to function effectively in both physical and digital environments.
LOCATION
Yellowknife, NWT
INDUSTRY
Public Sector / Tourism + Recreation
DELIVERABLES
Brand strategy and research
Logo identifiers
Art direction
Brand application
Marketing and social media applications
Website art direction
The NWT Parks brand was thoughtfully applied to create a cohesive and engaging experience across a wide range of touchpoints. Built on a flexible identity system, the applications were designed to reflect the natural beauty and cultural richness of the North while remaining consistent and recognizable across all park locations.
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The NWT Parks logo is grounded in the landscapes and experiences that define the North. The colour palette draws from the blues and greens found across the territory, reflecting the natural environment visitors encounter throughout the parks.
The trees reference the distinct character of Northern forests, often shaped by permafrost and growing at subtle angles, creating a visual that feels both unique and authentic to the region. The curved forms at the base represent the vast lakes and rivers that connect the land, while the overarching dome shape carries a dual meaning, symbolizing both the midnight sun and the experience of looking out from within a tent.
Flowing linework within the mark represents the winding roads that link each park, as well as the distant Mackenzie Mountains, reinforcing a sense of journey, movement, and connection across the territory.
Together, these elements create a logo that is both recognizable and deeply connected to place, capturing the spirit of exploration, landscape, and experience that defines NWT Parks.
Beyond the core identity, I supported the expansion of the NWT Parks brand across a range of applications to ensure consistency and impact at every touchpoint. This included the development of corporate templates, marketing materials, and a suite of merchandise designed to extend the brand into both internal and public-facing environments.
Each application was thoughtfully designed to maintain a cohesive and recognizable presence while adapting to a variety of formats and uses. From day-to-day communications to visitor-facing materials, the brand was applied in a way that strengthens visibility, builds recognition, and enhances the overall experience.
This approach ensures the brand continues to show up with clarity and consistency, supporting long-term growth and reinforcing NWT Parks as a connected and memorable experience across the territory.
