A Walk in the Wild: Continuing John Muir's Journey

August 6, 2011–January 22, 2012


A WALK IN THE WILD told the story of John Muir's passionate and life-long relationship with the California wilderness. The 7,200-square-foot exhibit was designed by West Office. I was responsible for the concept and branding of the advertising campaign, associated marketing collateral, and retail products.

Creative Direction  |  Identity + Mark (Campaign)  |  Illustration  |  Graphic Design  |  Copy Writing + Editing


Exhibit entrance mural, adapting gallery graphics by West Office.

Oak Street Plaza marquee. This initial design mirrors the exhibit entrance.


Campaign mark which was used in both advertising and on retail product. The illustration of John Muir with his walking stick is based on his likeness from the 2005 California State quarter design. The "postage mark" device was derived from the exhibition identity that features a vintage field biologist's taxonomy label.

The campaign system carried a series of key words which related to specific audience segments targeted during the run of the campaign.

On-site signage system. The trail signs used on campus and in the core galleries for a self-guided nature walk draw their vernacular from the U.S. National Parks system, from the typefaces and color to form factor.

A printed trail guide was distributed to visitors to encourage them to explore the museum grounds.

Oak Street Plaza marquee. This second iteration follows the design cues established in the marketing campaign.

Campaign bus wrap (AC Transit, Oakland). The "Wonder" series was aimed at nature lovers and outdoors enthusiasts. "His life. His journey. Your California." evolved into the primary umbrella tag for the entire campaign.

Various advertisements and collateral supporting the campaign.

Collateral in support of a cross promotion with Tenaya Lodge in Yosemite. 

This carnival-style photo op billboard gave visitors the chance to snap a pic with John Muir himself. The image was composited from several vintage daguerreotype photographs to place the two other explorers "with" John in a realistic way.