Appalachian Mountain Club
125th Anniversary Campaign
AMC Huts
Challenge
The Appalachian Mountain Club wanted to add some zing to the 125th anniversary celebration of the nation’s oldest mountain hut system. Their vision was to create a commemorative poster, merchandise, and promotions inspired by vintage National Park posters from the 1930s and 1940s.
Strategy and Design Process
I took a deep dive into the history of the original W.P.A National Parks posters as well as other vintage travel posters to get feel for the palettes, graphic styles, and fonts used in the designs. I developed assets centered on the long history of the huts that reflect the majesty of their locations.
Solution
I came up with two designs, one more detailed for use in larger formats like posters and apparel, and one simplified for smaller scale items like embroidered patches, pins, mugs, and glasses. The simplified design was also used to create ads and digital headers for email and web.
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