BTC Outdoors
Creative Director, Brand Designer, Brand Strategist
Brand Identity System
The Strategic Problem
BTC Outdoors was launching a new ecommerce brand in a crowded outdoor market. They didn’t just need a logo. They needed a complete identity system that could flex across web, social, packaging, apparel, and print advertising while competing with established players. Their target audience skewed male, outdoors-obsessed, and skeptical of anything that felt corporate or generic.
Strategic Approach
Through brand alignment workshops, we identified a positioning gap: most outdoor brands either went ultra-premium and serious or cheap and forgettable. BTC’s audience wanted something with personality. We positioned the brand at the intersection of retro nostalgia and modern edge, with a visual identity that felt like it belonged on a vintage patch as much as a digital storefront.
The System We Built
We developed a full logo suite (primary, secondary, icon, badge variants) designed for maximum adaptability across formats. The visual system included a color palette rooted in earth tones with bold accent hits, custom illustration and iconography, and a type system that balanced readability with character. Every element was designed to scale from social thumbnails to large-format signage.
Brand Messaging
The Strategic Problem
A visual identity without a voice is half a brand. BTC needed messaging that matched the boldness of their visuals and actually connected with how their audience talks and thinks.
Strategic Approach
We developed an edgy, tongue-in-cheek messaging strategy built around the idea that outdoor culture doesn’t take itself too seriously. Headlines were designed to stop the scroll and spark engagement, not just inform. We established a tone guide with rules for when to be irreverent and when to pull back, giving the brand a sustainable voice that could scale across any channel.
Framework
Brand alignment workshop > Competitive positioning > Visual identity system > Messaging strategy > Scalable asset toolkit
*This project was created in an agency setting with collaboration from a talented team. My contributions were focused on the roles listed above.
