The wilderness is vast, rugged and untamed.

Few are willing to venture into its most remote areas, but those who do are rewarded with a deeper sense of self, new perspectives and confidence that what felt impossible, is possible.

We challenge brands to explore outside of their comfort zones during the discovery phase by encouraging them to consider key differentiators and how they can stand out in a crowded marketplace. Through unending exploration and iteration, we help brands better align customer perception with their vision by appealing to the senses through visual identity and story.

Adventures

Select your journey.

New Brand

  • Starting from scratch
  • Brand is conceptual at outset
  • No existing brand foundation
  • Keen to build a memorable identity

Growing Brand

  • Budding success
  • Untapped potential
  • Ready for the next level
  • Desire to move away from competing on price

Pivoting Brand

  • Lost touch with customers
  • Have made significant internal changes
  • No clear brand direction moving forward

Seasoned Brand

  • Successful, stable brand
  • Desire to break free from status quo
  • Seeking deeper connection with customers
  • Wish to charge a premium for product or service

Adventures

Select your journey.

New Brand

  • Starting from scratch
  • Brand is conceptual at outset
  • No existing brand foundation
  • Keen to build a memorable identity

Growing Brand

  • Budding success
  • Untapped potential
  • Ready for the next level
  • Desire to move away from competing on price

Pivoting Brand

  • Lost touch with customers
  • Have made significant internal changes
  • No clear brand direction moving forward

Seasoned Brand

  • Successful, stable brand
  • Desire to break free from status quo
  • Seeking deeper connection with customers
  • Wish to charge a premium for product or service

Intensity Level

What’s your appetite for adventure?

Day Hike

  • Straightforward project
  • Timeline < 45 days
  • Strategic design
  • Clear understanding of direction
  • 1 guide

Camping

  • Moderate intensity
  • Timeline is 30–90 days
  • Vision-based strategy, design
  • Facilitate discovery of overarching direction
  • 2 guides

Backpacking

  • Deep dive project
  • Timeline > 60 days
  • In-depth strategy, design, brand engagement
  • Examine overarching direction
  • 3+ guides

Intensity Level

What’s your appetite for adventure?

Day Hike

  • Straightforward project
  • Timeline < 45 days
  • Strategic design
  • Clear understanding of direction
  • 1 guide

Camping

  • Moderate intensity
  • Timeline is 30–90 days
  • Vision-based strategy, design
  • Facilitate discovery of overarching direction
  • 2 guides

Backpacking

  • Deep dive project
  • Timeline > 60 days
  • In-depth strategy, design, brand engagement
  • Examine overarching direction
  • 3+ guides

Services

Lace up your boots and get going.

Brand Strategy

Before navigating uncharted territory, it’s important to understand the terrain and climate.

Brand strategy forms the foundation on which identity and all brand-based decisions are made. By discovering existing perceptions and potential pitfalls, we chart a course that informs brand vision, positioning and development of the brand story to inform the visual identity and brand messaging.

  • Brand Audit
  • Competitive Analysis/Research
  • Stakeholder/Customer Interviews
  • Brand Positioning
  • Brand Story
  • Messaging
  • Brand Architecture

Logo Design

An effective logo is the visual connection between the brand’s vision and customer’s perception of that brand.

Some see logo design as a necessary evil, but when done correctly, it becomes a site to rally around and a highly-visible point of connection with customers. We believe the logo should convey a brand’s story in remarkably simple elements that transcend language.

Backcountry applies six core principles during logo creation: Simplicity, distinctiveness, relevancy, staying power, memorability and adaptability.

Identity Design

A visual system that tells the story behind the brand.

Identity design tells a story through visual cues and distinguishes a brand from competitors. It is the first impression and the initial connection with potential customers.

Backcountry builds robust identity systems that provide visual consistency and flexibility in order to fuel recognition and amplify differentiation. An identity system is the complete visual representation of a brand extending beyond the logo, including all visual touchpoints created with colour, typography, imagery, composition and stylized graphics.

After the adventure, Backcountry leaves each brand with a survival guide to ensure its newly-developed identity remains consistent, long after we’re gone.

  • Naming
  • Mood Boards
  • Logo Design
  • Visual Identity System
  • Visual Assets
  • Identity Survival Guide
  • Launch Collateral
  • Stationery

Graphic Design

Design is the intersection of art and business.

Graphic design melds visual communication with problem solving. Every component of the design is intentional. Typography, colour, imagery and composition must all be considered to deliver the intended message in a way that balances aesthetics and functionality. Today, design can be unfairly demoted to a trade of pushing pixels, but if done well, design is the most powerful form of communication.

  • Print Collateral
  • Merchandise Design
  • Packaging
  • Signage & Information Systems
  • Editorial Design

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