Summary

Brannen Outfitters is a premier outdoor retailer located in Perry, GA. They wanted to turn their passion for the outdoors into a store to serve the local community. In the initial discovery session, they wanted to be known for more than just a casual outdoor store but a tailored outfitter experience for passionate outdoorsmen. Taking all of this into consideration, I designed a custom typeface with an edge and boldness to pair with a custom bow and arrow icon to match their passion and knowledge for the outdoors. The color palette is inspired by the lush green wilderness these sportsman would be surrounded by on their outdoor adventures. The icon and typography are used throughout most of the product lines, from their custom button-down shirts and pants to belts, wallets, etc. Custom-branded signs made from wood and metal look amazing on the store display shelving.

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My Role

1. Strategic discovery

2. Initial brand execution, received client approval

3. Art Direction

4. Environmental graphics

5. Team lead

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Project Breakdown

— Brand identity that appeals to the authentic outdoorsman

— Create an iconic, bold, aggressive logo

— Connect to a more passionate customer base, not casual

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