The premise was simple, introduce the brand to new audiences and inspire them to act. Jesse is all about action, so, following his example, we made that kind of activism the heart and soul of our creative.
The existing logo, originally designed to be a patch, needed a refresh. To connect with our audience as well as Jesse’s personal identity, we wanted to keep many of the original elements but give them a refresh that could serve Hike the Good Hike as it continued to grow.
We updated the mountain silhouette to make it more prominent and kept other original logo elements, such as the skyline and river. A sun was added as a symbol of hope, new beginnings, and discoveries.
To reinforce Hike the Good Hike’s new branding we made good use of Jesse’s own photography. Our color palette came from nature itself, reflecting the green leaves, blue mountain ranges, and white clouds. Pops of red found in his pictures, often in the form of a hiking backpack, helped us honor Jesse’s request to incorporate the brand’s original maroon color into our creative.
That combination, partnered with Jesse’s own story, made for creative that was impossible to ignore.