Pure Trails
Branding
Branding
Pure Trails
2020
Challenge:
Pure Trails Running Company, a new player in the trail running community, approached me with the desire to create their brand identity. They sought a visual identity that not only encapsulated the spirit of their brand but also resonated with their diverse and passionate community of runners.
Discovery:
Through extensive consultations and a deep dive into Pure Trails' ethos, we identified the need for a brand refresh that would embrace the rugged beauty of trail running while still exuding a sense of inclusivity and community. The existing logo and visuals lacked cohesiveness, and there was an opportunity to create a more distinctive and memorable brand presence.
Solution:
1. Logo Redesign:
We crafted a new logo that captured the essence of trail running – Welcoming, adventurous, energetic. Our logo signifies these brand values. The symbol was born of understanding that trail runners tackle challenges for a variety reasons where everyone has their own path to follow. Pure Tails are proud to help our community reach their goals and continue to help them throughout their journey and ongoing adventures.
2. Color Palette:
The colour palette was updated to reflect the natural landscapes traversed by trail runners. Earthy tones were introduced, creating a visual connection between the brand and the outdoors.
3. Typography:
A clean and bold font was selected to enhance readability and convey strength. It was chosen to be adaptable for various applications, from digital platforms to event banners.
4. Imagery:
Photography style guidelines were established, focusing on capturing the raw, unfiltered moments of trail running. Authenticity was prioritised to showcase the genuine spirit of the community.
Results:
The response to the revamped visual identity was overwhelmingly positive:
Client Satisfaction: Pure Trails Running Company expressed immense satisfaction with the new brand identity, describing it as a true reflection of their values and mission.
Community Engagement: The trail running community embraced the refreshed brand, fostering a sense of pride and unity among its members.
Increased Visibility: The updated visuals contributed to increased social media engagement and a notable uptick in event attendance.
Conclusion:
The Pure Trails Running Company's brand identity transformation not only met but exceeded expectations. By blending authenticity with a modern aesthetic, we succeeded in creating a visual identity that not only represented the brand but also resonated deeply with the passionate community it serves.
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