Well this is a new one for me. Using the idea that the element symbol and the cell from a periodic table would tie into the word "element" in the minds of the regular population. The tourism society of Vancouver Island likes the idea of elements. elemental as fundamentals and created a website devoted to the idea. I think it looks well done and rather artsy / slick.
I have referenced the creation of periodic tables of non elements as an organizational trope before (here and here for example). This is new however and depends on a non-repulsive response to the linking of a clearly chemical metaphor to the natural environment. Risky and effective I think.
So this would appear to be their "periodic table" (I would note that their symbols uses two capital letters with the second letter smaller than the first).
Ma Marine Activities
Wl Wildlife
La Land Activities
Ss Sip and Savor
Sp Spas
Gn Gardens
Fn First Nations
Fg Fishing
Gf Golfing
Ct Culture
I also like a second component of their scheme. The tagline "Finding Your Element Takes the Right Formula" brings another chemical concept to the consumer. In this case clicking on the element cell takes you to a new pop-up page.
Their choice of molecule for all the graphics is the same and it is interesting as it is adrenaline, a surprisingly simple molecule for what it does physiologically and an apt choice for what they are trying to communicate. What I find interesting is that as far as I can see the website never tells the user that the molecule is adrenalin. Cool.
There is a final cute function in the website that allows you to combine elements and the website will do a "calculation". All in all it affirms chemistry and uses the similes and metaphors with some intelligence.
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