The Great Outdoors



Animation, graphic design, interface design, interior design, website design



The Great Outdoors is a branding project, for which I have conceptualised the identity of a fresh, start-up outdoor goods store based in Northern California.


The brand has been created to convey simplicity, and offer a friendly presence. Also included in this project is the brand style, rolled out across the many different medias of the Great Outdoors identity.




The logo takes influence from contour lines used in orienteering maps that reference the layout of terrain using a corresponding value (usually meters above-sea-level) — my logo uses the year established in place of this value.

Catering for the brand recognition on elements that reach consumers on a personal level, branded stationary keep in-line with the minimal style.

The Great Outdoors website is designed to be an easily accessible platform to engage with the brand, but more importantly it's values in sharing everything great about nature. An online store features on the site, and so does a blog that allows regular updates to be made regarding places to visit, and store news and promotions.

Continued through the brand identity is a very pure, clean style, giving assets such as coat hangers, price tags, goods, and even the store checkout interface a simple and sophisticated presence.

The contours in the design of the logo provide a very interesting and abstract pattern, which extended, create beautiful large scale pieces of interior graphics in-store.


'Real freedom lies in wilderness, not in civilization.'
— Charles Lindbergh


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