Lands of Hyperion | Brand Design & Art Direction
Timeline: April-June 2023
Deliverables: fictional theme park concept, visual identity, and digital & printed promotional assets
Teammates: Anna Hjartøy, Emma O’Connor, Langston Hay
Lands of Hyperion
A futuristic, decentralized theme park that leverages California’s natural landscape diversity to invoke a one-of-a-kind immersive narrative experience.
Lands of Hyperion was an entire-class project created by DES 187, Narrative Environments, in which our assignment was to create the concept, brand, and model of a fictional theme park, with one centralized theme: time. Primarily centered on exhibition and experience design, this class involved a variety of design work such as graphic design, some 3D modeling, branding/art direction, and lots of teamwork!
As one of the four members of the creative direction team, I was involved in ideating the concept, location, branding, and marketing of the entire theme park. We also led the scope of the project and managed assignments for the rest of the class. The rest of the class was divided into teams of 3 or 4 and focused on a particular section, or “land” of the park and created their own branding that related to our overarching narrative.
Process and Brand Guidelines
My teammates Anna, Emma, Langston and I each took charge of certain areas of the project. I worked on the visual identity of the theme park by choosing typography and colors, creating the logo, and collaborating with teams on creating posters for their individual parks.
Logo
The combination of the broad theme we were provided, “time,” and our mission to create an immersive story, we leaned into the themes of time travel and parallel universes. The logo, a tilted hourglass surrounded by concentric circles, represents the mysterious fluctuating nature of time and the butterfly effects of even the smallest actions of theme park goers.
Icon
Wordmark
Expanded Wordmark
Park Posters
I worked with three out of the five park teams to create posters for their individual park. From Grown Up Land (left), a park that matches a child’s fantasy of adult life, to Mermazing Haven (right), an underwater wonderland inhabited by mermaids, I illustrated for a wide range of concepts in a variety styles. My teammate Langston created standardized borders, along with our logo, in order to convey relation between all these seemingly different parks.
Promotional Posters
Once the quarter was over, we had a “launch party” for the theme park. To spread the word, we printed and posted these around the design building and courtyard!
Credits
Design Instructor: Tim McNeil
Teammates: Anna Hjartøy, Emma O’Connor, Langston Hay / DES 187, Spring Quarter 2023
Company: University of California, Davis