The Process
The process began with naming the brand—REACH OUTDOORS—chosen to reflect the brand’s spirit of adventure, accessibility, and connection to nature. From there, I explored visual themes inspired by rugged landscapes, modern minimalism, and outdoor gear aesthetics.
Challenges
Design a clean, stylish navbar with the logo on the left and navigation links on the right. Use a dark background with light text for contrast and add hover effects for interactivity. Ensure it’s responsive, so links stack on smaller screens. The navbar should be simple, professional, and consistent with the website’s overall theme and user-friendly design.
Tools used
Adobe Illustrator, Adobe Photoshop
Project Objectives
The Brand Book Project for REACH OUTDOORS focused on developing a complete visual identity system for an outdoor gear and apparel retailer. This project served as a rebranding of the retail installation experience previously designed during the Fall 2024 semester. The objective was to create a new brand name, logo, and cohesive visual language that would inform all marketing and user interface materials, while supporting the tone, purpose, and target audience of the brand.
The Deliverable
The deliverable was a professionally designed Visual Identity Guidelines Document (Brand Book) outlining core brand elements including the brand story, logo variations, colour palette, typography system, and visual usage rules. The new identity system was applied to existing retail installation apps and redesigned to fit the REACH OUTDOORS aesthetic.
