I’m excited to start on a brand identity for a company that offers guided hikes, backpacking trips, and other outdoor adventures around the Catskills in Upstate New York. The company is more authentic and rugged than hip and modern. My initial thoughts are to convey the experiences and personality through the photography and copy, while keeping the logo and type feeling clean and professional. I’ll be exploring this balance more in the next steps when I sketch logo ideas. Cheers and happy trails!