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Our goal was to spread awareness of the Lake George Land Conservancy and their mission, and specifically raise funds for the Indian Brook/Northwest Bay Brook Conservation Initiative. We decided to create a Geo-caching event that centers around the theme of finding (or ‘caching’) Bigfoot. There would be an easier and shorter course for families and those looking to just have fun, as well as a more difficult course for adults, athletes and competitive Geo-cachers. Participants would be sent out on local trails around the Bolton Landing area to look for clues or ‘caches’ that have information about Bigfoot and his family. After registering, participants would reach out to sponsors who would donate money per cache found.
When approaching the design for our campaign deliverables, we wanted to establish a brand identity that struck a balance between rugged and fun. It was important for the deliverables to be interesting for both kids and adults. We settled on a quirky illustration of Bigfoot that has cartoon qualities. Paired with a more neutral color palette and textured background, we aimed to infuse a bit of maturity into the design. We felt the final result could be interpreted similarly to an adult cartoon, much like Family Guy or the Simpson’s.