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.
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
Identity
Full Mark
Word Mark
Symbols
These symbols were created as a 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
Back to top
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