"Emily is a unique creative partner. She's thorough, flexible, and responsive. At the same time, she takes that professionalism and combines it with intuition, thoughtfulness, sociability, and thought-provoking conversation. As someone interested in understanding design, she was open with her process and made me and my Marketing Director feel like we were with her, along for the ride. I could not have asked for a better partner in bringing my company’s new logo to life. I highly recommend working with her if you want you want to push boundaries while staying authentic to your vision.
— TIM DONOVAN, SHAYRDAIR FOUNDER
SHAYRDAIR
ShayrdAir is an outdoor technology company connecting climbers, surfers, runners, and other outdoor enthusiasts through premium masterclasses, events, and experiences. I partnered with the founder to evolve the brand into a nature-forward identity with a tech edge, then extended it across print and digital media to support growth.
LOGO + BRAND DEVELOPMENT
We transformed ShayrdAir's brand from scratch, including the logo variations, color palette, typography, and design guidelines. The ocean in the logo represents the strength and power of the ShayrdAir community, and the mountains and sun are a nod to internal growth and "illumination" through adventure and exploration.The wave in the ShayrdAir logo was perfected using the Golden Ratio to ensure a balanced and natural curvature.
MARKETING COLLATERAL - DIGITAL DESIGN
Human Nature Studios infused the new brand design in a number of digital marketing pieces. First, we created a branded PowerPoint pitch deck template for investor and brand partner presentations. We also created Instagram advertisements and organic social posts for various marketing campaigns.
MARKETING COLLATERAL - PRINT DESIGN
To kick off rounds of investment, we created a printed and digital version of a brand book called "Where Climbing Lives: The ShayrdAir Story". This book highlights the ShayrdAir program and the brand's value to climbers. We designed and created a print-ready book using Adobe InDesign. Additional print marketing materials included a climbing gym poster, business cards, a brand card, and a flyer.
Below is a rejected logo and brand pattern concept presented to ShayrdAir. The logo is a mountain with an "S" path - a nod to the outdoors as well as the ShayrdAir name. When the logos come together for the brand pattern, a climber's "8 knot" is revealed.
UNUSED BRANDING CONCEPT
