Gusty Girls - Visual Identity Design
Creative Concept / Visual Identity / Brand Language / Illustration
The Brief
Gutsy Girls is an outdoors adventure company providing trips and experiences for all women regardless of age, ability, race or religion. Set up to empower women and build new connections through sport, since launching with just a logo, the business had grown substantially, and with no clear strategy or brand design in place it was becoming difficult for the brand to know how to present upcoming trips clearly and share her their values with their audience and ever growing community. With a passionate founder, the brand was looking to create a visual identity that matched with the enthusiam and energy of its founder, whilst inspiring potential new clients to join their next trip without hesitation.
The Solution
The final outcome was a bold outdoors-inspired palette with acccents of fun, playful colours to create an accessible feel. The main logo featuring a bold bear mascot leads the way via the north star, whilst always looking back to ensure those that followed her were safe and cared for. A slightly retro typeface was selected as an ode to the excitement and nostalgia of camping, akin to those often found on old camping gear, and an icon system was developed that clearly indicated a difficulty level rating based on the bear's posture. A further developed icon system made it easy to add to website trips and social mdeia posts, so clients could instantly tell what type of accommodation was to be expected, as well as the type of activity and weather.
