RESPONSIBILITIES
UI/UX DESIGN
UI/UX DESIGN
BRAND DESIGN
BRAND DESIGN
DEVELOPMENT
DEVELOPMENT
CLIENT
Y5 CREATIVE
DELIVERABLES
BRAND GUIDELINE, UI/UX DESIGN
RESPONSIBILITIES
UI/UX DESIGN
BRAND DESIGN
DEVELOPMENT
CLIENT
Y5 CREATIVE
DELIVERABLES
BRAND GUIDELINE, UI/UX DESIGN
OUTCOME
I created the full brand identity for Explore Nootka Tourism, designed the UX/UI, and built the website end-to-end. The resulting system is scalable and flexible, supporting signage, print, digital platforms, and merchandise while strengthening regional identity and visibility.
The brand helps position Nootka as a distinct tourism destination, encourages responsible visitation, supports local economic development, and lays a foundation for long-term tourism growth. Through close collaboration with stakeholders and the design agency, the project translated place-based cultural stories into a practical, durable brand system that can evolve while remaining rooted in the land.
OUTCOME
I created the full brand identity for Explore Nootka Tourism, designed the UX/UI, and built the website end-to-end. The resulting system is scalable and flexible, supporting signage, print, digital platforms, and merchandise while strengthening regional identity and visibility.
The brand helps position Nootka as a distinct tourism destination, encourages responsible visitation, supports local economic development, and lays a foundation for long-term tourism growth. Through close collaboration with stakeholders and the design agency, the project translated place-based cultural stories into a practical, durable brand system that can evolve while remaining rooted in the land.
INTRO
INTRO
Explore Nootka Tourism was launching more than a destination. It was creating an economic and cultural gateway to a region shaped by land, history, and living tradition. My role was to design a brand and digital experience that honours cultural integrity while supporting sustainable tourism growth, visitor engagement, and long-term regional impact.
Explore Nootka Tourism was launching more than a destination. It was creating an economic and cultural gateway to a region shaped by land, history, and living tradition. My role was to design a brand and digital experience that honours cultural integrity while supporting sustainable tourism growth, visitor engagement, and long-term regional impact.
ICON DESIGN
At the core of the identity is a modular logo system that can function as a complete mark or be broken down into individual elements representing earth, water, fire, and air. This flexibility allows the brand to scale across marketing, wayfinding, and merchandise while maintaining symbolic meaning. The colour palette draws directly from the land and cultural references, reinforcing authenticity and strengthening place recognition across visitor touchpoints.
ICON DESIGN
At the core of the identity is a modular logo system that can function as a complete mark or be broken down into individual elements representing earth, water, fire, and air. This flexibility allows the brand to scale across marketing, wayfinding, and merchandise while maintaining symbolic meaning. The colour palette draws directly from the land and cultural references, reinforcing authenticity and strengthening place recognition across visitor touchpoints.
CHALLENGES
The challenge was to create a tourism brand that drives visitation without compromising cultural meaning. The identity needed to respect deep cultural roots while remaining flexible enough to support real-world applications such as signage, print, digital platforms, merchandise, and future tourism initiatives. Every decision had to balance storytelling with economic intent, ensuring the brand could grow responsibly and authentically.
CHALLENGES
The challenge was to create a tourism brand that drives visitation without compromising cultural meaning. The identity needed to respect deep cultural roots while remaining flexible enough to support real-world applications such as signage, print, digital platforms, merchandise, and future tourism initiatives. Every decision had to balance storytelling with economic intent, ensuring the brand could grow responsibly and authentically.
UX/UI DESIGN
I designed the UX and UI to serve as a digital entry point for visitors, guiding them from awareness through exploration to trip planning. The experience supports multiple visitor motivations, from fishing and outdoor adventure to cultural learning, while encouraging longer engagement and deeper connection to the region. Clear pathways help users discover experiences that align with local offerings and seasonal opportunities.
UX/UI DESIGN
I designed the UX and UI to serve as a digital entry point for visitors, guiding them from awareness through exploration to trip planning. The experience supports multiple visitor motivations, from fishing and outdoor adventure to cultural learning, while encouraging longer engagement and deeper connection to the region. Clear pathways help users discover experiences that align with local offerings and seasonal opportunities.
WEB DEVELOPMENT
I built the website to support tourism decision-making while preserving the land's story. Intuitive navigation and a clear content structure make it easy for visitors to plan their visits, understand experiences, and explore the region, while visual storytelling reinforces cultural context and a sense of place. The site acts as both a planning tool and a narrative platform, supporting visitor confidence and interest.
WEB DEVELOPMENT
I built the website to support tourism decision-making while preserving the land's story. Intuitive navigation and a clear content structure make it easy for visitors to plan their visits, understand experiences, and explore the region, while visual storytelling reinforces cultural context and a sense of place. The site acts as both a planning tool and a narrative platform, supporting visitor confidence and interest.
