As someone passionate about conservation, I was excited about the opportunity

to create a proposal for rebranding the Kinnickinnic River Land Trust’s website into

a more functional and user-centered experience. The goal was to highlight the important work that KRLT does while reorganizing information to prioritize key details for users navigating the site. 

 

To accomplish this, I developed a branding system that reflects the Kinnickinnic River's reputation as a well-known trout stream and ensured that it referenced the surrounding watershed. Many logos in the surrounding River Falls area repeat a similar icon of the Kinnickinnic River itself, so to stand out (as well as highlight the animals and plants that make the river their home) I instead focused on the trout and wheatgrass as a stand-in

for the native animals and plants in the area. 

 

The color palette and typography reference vintage park signage that I used

for inspiration, which adds credibility and familiarity to the brand. 

 

All of this came together in a website prototype that would better serve the needs of

the many people using it through increased organization, consistent design, and an improved branding system.