PATH FOUND

A self-initiated enrollment campaign for Peninsula College that turns the Olympic Peninsula into a map, pairing Pacific Northwest photography with a cartographic route system that helps students find their way.

project type:

Brand & Campaign Design

year:

2026

my role:

Art Direction, Design & Copywriting

client:

Peninsula College (self-initiated concept)

project credits:

Tyler Conwell, concept, art direction, design & copy

project overview

PATH FOUND is a self-initiated concept that reimagines an enrollment campaign I first worked on in 2021. It was not commissioned by or produced for Peninsula College.

Peninsula College sits at the edge of Olympic National Park, and many of its students aren’t starting fresh. They’re rerouting: career changers, returning adults, high schoolers weighing a first step. They don’t need to be sold on the scenery. They need to know where they’re headed.

The strategy, Nature, Navigated, splits the work in two. Photography carries the place: overcast forests, wilderness coast, real people. A precise layer of route graphics carries the college: solid lines for where you’ve been, dashed lines for where you’re going, and a loop for the moment you recalculate. PATH FOUND is the payoff.

The Work

The system scales from a roadside billboard to a coffee mug without losing the line. Headlines are set in PP Neue Machina, a typeface drawn from the language of machines and instruments; its deep ink traps read like precision tooling against soft, organic photography. A single lime marks the route and nothing else, so wherever it appears, it means your path.

Every number in the work is real: 900,000+ acres of national park, 73 miles of wilderness coast, 75 acres of campus. The headlines speak in the college’s voice and promise one thing: we’ll help you find your path.

project overview

PATH FOUND is a self-initiated concept that reimagines an enrollment campaign I first worked on in 2021. It was not commissioned by or produced for Peninsula College.