Better Trail
A new media venture in the outdoor space needed a meaningful brand foundation in a competitive market.
Overview
Better Trail brings a wealth of knowledge to the field and sees a significant opportunity to challenge the over saturated market with unhelpful product content. As part of their market approach, they needed to establish their new brand identity along with a content-rich website. Rooted in a thorough discovery and brand workshop; we created a set of brand guidelines that included a logo, typefaces, photography style, and color palette.
Contributions
Leading the creative process with a focus on brand consistency, craft, and user delight.
At project inception, I led a brand strategy workshop to align on brand and business goals that translated into the strategic creative direction.
I led the cross-functional team to deliver an intuitive and engaging experience.
Results
The brand launch positioned Better Trail as a credible, mission-led voice. The new identity drove strong organic traffic, deeper on-site engagement, increased purchases and subscriptions, and opened doors to new partnerships in the outdoor space.
