True North
Building a brand for people who find adventure in the journey.


YEAR
Summer 2025, 2 weeksSCOPEBrand Identity
Social Media Design
Merchandise Design
Motion Graphics



THE BRIEF

Off the Beaten Path


Most outdoor brands lean on the same playbook: weathered textures and typography. This look often feels outdated and makes the outdoors appear harsh. The challenge was to rethink this language. How could a brand translate “ruggedness” into a modern system? How could it still convey adventure while making it accessible to a wider audience?

True North is a concept project inspired by my family’s love of camping. It combines the energy and freedom of outdoor life with a cleaner and more versatile visual language. The square and diamond logo, supported by a bold yet approachable typeface, creates an identity that is practical, distinctive, and scalable.

THE PROCESS

Finding Its Bearings


The project began with the name True North and the visual of a compass. The brand system revolves around a square logo where “True” forms the cardinal directions and a diamond icon points north. This diamond becomes a flexible device that can be used in both horizontal and vertical lockups or expanded into a repeatable pattern.




COLOR & TYPOGRAPHY

A New Visual Terrain


Color is a key differentiator. True North replaces the muddy palettes common in outdoor branding with warm, vibrant earth tones. A bright red accent, taken from the tip of a compass, symbolizes direction and discovery.

Typography played an equally central role. I choose Baste by Lift Type for its geometric and rounded construction. It carries the toughness associated with outdoor gear but avoids feeling overly mechanical. It sets the brand apart from the generic type choices often seen in the category and makes it a defining piece of the identity.




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