California Trails Association
— Concept & Strategy
California Trails Association is a case study of a regional program campaigning to encourage locals of the Bay Area to hike their surrounding trails. I used photos I had taken during my hiking adventures and transformed them into poster designs made for outdoor advertisements. The posters are specifically for high traffic areas such as bus stops, train stations, and freeway billboards to better reach the target audience. The art direction involved type integration with scenic images of hiking trails, resulting in a seamless and natural interaction between the two elements.