BRAND IDENTITY DESIGN PROJECT
An identity for a campaign all about inclusivity in the outdoors
When Rick VanderLeek, the Brand Manager of Topo Designs, reached out to me in the Spring of 2021 about designing an identity for The New Outdoor™, it was a no-brainer. Duh, Rick!
The challenge here was to launch a new campaign for the rapidly growing outdoor brand that would encapsulate something they'd been doing all along – making the outdoors friendly, inviting and accessible to everybody. They wanted to build hype around the launch – and to create something that would help them to define The New Outdoor™ to their customer and communicate how they embody those values.
The solution was to create a brand identity – a logo suite, custom illustrations, a color palette and a type suite, some collateral, the works – that would incorporate the values of the campaign: utility, sustainability, inclusivity, and relevancy.
The New Outdoor™ identity needed to mesh seamlessly with the current brand while also introducing something fresh and compelling to Topo's wide and versatile audience. It was essential to use the design to communicate approachability over exclusivity in a space that has historically leaned toward the latter, a focus on education about the outdoor space, and increased diversity in the brand's ambassador program. Communicating the brand's product versatility and utility was also paramount for this project.