Alexx Elder
As a graphic and illustrative artist deeply immersed in the beauty of the outdoors, my work is often connected to my own personal experiences of being out in nature.
Trail Keeper
Case Study
March 2022Project Overview
Design a brand and website for community driven outdoor enthusiasts.
See the figma file here.
Join your community in organizing local crag clean-ups, access trail conditions for your upcoming hikes, or master the art of packing for unforeseen outdoor challenges. Trail Keeper offers it all.
Drawing inspiration from established wilderness brands like Keep Nature Wild, United by Blue, and REI Co-Op, my aim was to create a brand that exudes warmth, approachability, and guides people seamlessly to the information they need.
The logo itself symbolizes a path, connecting 'T' to 'K,' and embodies nature with the evergreen tree. If this concept were to evolve into a fully operational entity, it would be adaptable, allowing the logo and iconography to change, representing various outdoor endeavors — from mountain peaks to ocean waves.