Morro Rock Beach| 2025
Promo Campaign
Morro Rock
Beach| 2025
Promo Campaign
Overview
For over 10,000 years, Morro Rock has stood as a sacred sentinel along California’s central coast — a beacon of prayer, protection, and life for the Salinan and Chumash peoples. Steeped in history and cultural significance, it remains a site of deep spiritual power and indigenous heritage.
Through this campaign, we honor its legacy — amplifying the voices of those who have cherished it for generations — while also inviting visitors to experience its beauty, serenity, and sense of wonder. Morro Rock is not just a landmark; it’s a living symbol of connection, joy, and respect.
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Challenges
This project challenged me to create a campaign that both brings awareness to the deep-rooted history of the rock and advertises all of the activities that are available at Morro Rock beach. I wanted the identity to feel grounded in tradition while simultaneously contemporary.
Solutions
After researching the Chumash and Salinan traditions and legends surrounding Morro Rock, I used those motifs to inform my system of symbols and the development of
a custom wordmark. I then selected a color palette that reflected the natural tones of the surrounding landscape, drawing directly from my observations during
on-site research.
Deliverables
Identity system
Poster Series
Brochure
Instagram content
Tote Bag Design
Identity
Full Mark
Word Mark
Symbols
These symbols were created as an homage to The Legend of The Serpent, a summer legend of Morro Rock created by Maria Ocarpia, a member of the Salinan Tribe.
These symbols were created as an homage to The Legend of The Serpent, a summer legend of Morro Rock created by Maria Ocarpia, a member of the
Salinan Tribe.
Poster Series
Poster
Series
Brochure
Tote Bag
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Overview
For over 10,000 years, Morro Rock has stood as a sacred sentinel along California’s central coast — a beacon of prayer, protection, and life for the Salinan and Chumash peoples. Steeped in history and cultural significance, it remains a site of deep spiritual power and indigenous heritage.
Through this campaign, we honor its legacy — amplifying the voices of those who have cherished it for generations — while also inviting visitors to experience its beauty, serenity, and sense of wonder. Morro Rock is not just a landmark; it’s a living symbol of connection, joy, and respect.
Read More
Challenges
This project challenged me to create a campaign that both brings awareness to the deep-rooted history of the rock and advertises all of the activities that are available at Morro Rock beach. I wanted the identity to feel grounded in tradition while simultaneously contemporary.
Solutions
After researching the Chumash and Salinan traditions and legends surrounding Morro Rock, I used those motifs to inform my system of symbols and the development of
a custom wordmark. I then selected a color palette that reflected the natural tones of the surrounding landscape, drawing directly from my observations during
on-site research.
Deliverables
Identity system
Poster Series
Brochure
Instagram content
Tote Bag Design