I created an icon set with the intent of drawing more attention to the beauties of Southern Utah. I wanted to appeal to a wide variety of audiences, from teenagers to young families, and show some of the classic marks of Moab, St. George, and other places. The goal was to bring the warmth, red rock, and sense of adventure to anyone who looked at it. 

I started with a word list where I wrote down everything that came to my mind when it came to Southern Utah. I filled up a page and, feeling satisfied with my list, I started to sketch.

The ideas flowed as I started each new sketch, I would ask myself if there were different ways to show the item. I would make an iteration and then draw a few different sketches, then I would get an idea of what I could edit to make it look better. You can see how I did that with the car and the slot canyon. 

Then I started the designs. My first draft looked like this:

I received some feedback about ways I could improve certain icons, I was working in a lot of structured shapes as you can see in the slot canyon and the car. They are very smooth and they didn't quite fit the mood I was trying to convey. 

After receiving the feedback, I went back to work, editing and designing 6 more icons for the entire set. This is what I ended up with:

A set of icons that are uniquely Southern Utah. The color scheme was chosen to represent the red rock that covers the landscape. The activities that I covered in these icons appeal to a younger generation. They have an adventurous feel about them which is brought about by taking the structured shapes and turning them more organic.