Hinterlands
I developed the brand strategy and visual identity for Hinterlands, an outdoor clothing label rooted in discovery, freedom, and the spirit of finding your own adventure. The brand also reflects a respect for public lands and national parks. I created the visual identity, including the primary mark, color palette, typography, and imagery direction, shaping a look that feels simple, approachable, and authentic.
Problem:
Hinterlands needed a clear brand identity that reflected both adventure and stewardship.
Solution:
Built a visual identity system that felt simple, authentic, and aligned with the brand’s outdoor values.
Deliverables:
Brand strategy, logo/identity system, color palette, typography, imagery direction
