Golden Gate Park: Night Life
The Story
Golden Gate Park is renowned for its beautiful gardens, impressive exhibits, and large-scale events that have served as a center for community and exploration in the Bay Area for over 150 years. Currently, it is enjoyed by families, tourists, and active locals on a day-to-day basis, but widens its reach with occasional music shows, holiday light displays, and more.
The Opportunity
While many exciting and unique visual identities come together to shape people’s experiences at the park, they mostly speak to one audience. Their overarching aesthetic is one of sunlight, warmth, and calmness, which pairs well with the daytime events promoted in the space. Where this communication can be further emphasized is within night life—the music, dazzling lights, and nature exploration that bring liveliness to Golden Gate Park after dark.
The Solution
By taking natural, organic elements and combining them with bold colors, sharp edges, and experimental images, this campaign taps into a side of design that the park’s graphics typically overlook. The appearance helps park advertisements stand out while also broadening the scope of what it has to offer in the minds of passers by. Golden Gate Park becomes vibrant in a completely different way.
Abstract Imagery and Mixed Media
The magic of this piece is in the graphic expression. LED lights, colored duct tape, and curtains were photographed with a macro lens to create texture that evokes a feeling while steering away from nighttime clichés. These images were incorporated into the poster using organic shaped die-cuts, showing the contrast between nature and technology present in Golden Gate Park’s night events. Holographic paper was included in the same fashion to give the poster a more immersive quality.
