We developed a visual identity that encompassed both the historic roots and a forward-thinking vision. The past, present, and future of California are about discovery and exploration. We crafted a visual universe focused on this idea, the timeless feeling of awe that visitors experience in the wild of Yosemite. By incorporating elements that reflect both tradition and innovation, we created a design that resonates with a diverse audience, celebrating California's rich heritage while looking ahead to its dynamic future.