When The Landmark Project founder Matt Moreau moved to Greenville, South Carolina, he was unfamiliar with the wild beauty of America’s National Park System. A Chicago native, Matt didn’t discover the rugged outdoors until after he finished college. “My first backpacking trip was in the Pisgah National Forest, which is just an hour away from Greenville,” Matt recalls, “and when it was over, I realized I had become a different person.”
Matt developed an enduring love of the outdoors across scenic Upstate South Carolina and the dense coves and rocky outcrops of the Blue Ridge Mountains. His love of the outdoors, combined with his M.A. in digital illustration and an affinity for screen printing and illustration, led to the launch of a screen-printing business. He and his wife began designing wilderness-themed graphics inspired by their wanderings through national and state forests. They printed the designs on T-shirts and gave them to friends. People started asking where they could buy one, and The Landmark Project was born.
The Landmark Project: From T-shirts to Posters Printed on Domtar Paper
The Landmark Project began as a T-shirt brand, but Matt and his team like to think of themselves as graphic designers. Their products feature iconic illustrations depicting the country’s best-known (and most obscure) parks and landmarks, printed on a variety of media — including premium-quality paper made by Domtar.
While not all of their designs are available on a shirt, the entire Landmark Project collection is available as posters printed on FSC®-certified archival-quality uncoated Cougar® paper, manufactured at Domtar’s Rothschild Mill.
“We want people to relive the experience of visiting a national park when they look at our posters, and I think that’s why our artwork resonates. It has a sophisticated interplay of color and line, so it looks great hung on the wall, but at the same time it has a nostalgic feel that helps you remember how you felt when you, for example, went to Yosemite and saw Half Dome for the first time.”
Cougar paper makes an immediate impression of quality when a customer unboxes one. Each run is printed in bulk — not on demand — on a digital press. Matt feels that digital printing offers higher printing accuracy when printing large color fields overlaid with line art. “The smell and sound of a press room is in my blood,” he adds. “My dad was, and still is, a printer. When I was a kid, I would walk to his print shop to do my homework and help out. I learned from a very early age how to develop film in a dark room, how to touch up plates and how to clean ink rollers and knives.”
The Landmark Project is A Mission-Driven Business
The Landmark Project is more than just a poster and apparel company. It’s a community of people who believe in protecting the wild places they bring to life through art. Its commitment to leaving a positive impact on the natural world has been ingrained in its mission since day one, and the company takes immense pride in supporting conservation groups like the National Wildlife Federation, Leave No Trace, the National Forest Foundation and the U.S. Forest Service.
To support America’s treasured natural spaces, The Landmark Project provides financial and in-kind donations, as well as volunteer hours, for river clean-ups, trail maintenance and awareness campaigns across the country. It is a certified 1% for the Planet company, giving a minimum of 1% of revenue back to its four conservancy partners. To date, the company has donated $1,345,000 to help safeguard the shared land and natural wonders of our national parks.
Consumers can purchase The Landmark Project T-shirts, posters and other items at big chains like REI, as well through than 1,000 independent retailers. What started in Matt’s spare bedroom on a four-color screen-printing press has become a nationally recognized outdoor recreation brand. The company now operates out of a 15,000-square-foot manufacturing space with 40 full-time employees and continues to grow.
Matt expects that growth to continue, “We don’t have a design for every national park yet,” says Matt, “but we are trying to complete the collection and do a poster for each one. There are currently 63 national parks, and we’ve done 45 of them. But there are state parks, rivers, trails, waterways and national forests, so we will never run out of beautiful places to inspire us.”
The Landmark Project is just one story about the power of print featured in the Spring & Summer 2025 edition of Domtar’s Paper Matters® magazine. You can download a free copy of Paper Matters on our website. Customers are invited to subscribe to receive a print edition.
