America’s Wilderness
For centuries, people have been drawn to the Boundary Waters. The call of adventure and promise of solitude echoes through its vast Wilderness. A trip to the Boundary Waters imbues a lifelong passion for the outdoors, and we seek to harness it with the America’s Wilderness campaign.
A currently ongoing initiative, America’s Wilderness aims to turn Boundary Waters nostalgia into action toward permanent protections for the area.
I took the lead on the America’s Wilderness website. In the copy I wrote, the assets I selected, and the theme I designed, I aimed to capture the nostalgia that the Boundary Waters represents for so many.
Stand-out web design
The America’s Wilderness site was envisioned as the main action hub for our summer campaign. People would be directed to the website by print ads, digital ads, or our campaign launch video. From there, the goal was simple: Get people involved. The site’s theme and assets evoke nostalgia and invite the user to consider their connection to Wilderness. Check out the Home and “Take Action” pages below.
America’s Wilderness Home Page
America’s Wilderness “Take Action” Page
Capturing nostalgia
Adhering to the theme of America’s Wilderness was critical. Our belief that we can spur action through this campaign relies on a playful (yet evocative) recognition of the Boundary Waters’ outdoor recreation heritage.
When you look at the website’s social media thumbnails below, I hope you think of summer camp.
The home page social media thumbnail for the America's Wilderness website.
The action page social media thumbnail for the America's Wilderness website.
The media page social media thumbnail for the America's Wilderness website.