BRAND STRATEGY + VISUAL IDENTITY
NTRADA APPAREL
nTrada is a play on the word "Entrada," which means an expedition or journey into unexplored territory. The outdoor apparel brand encourages you to get outside your comfort zone and explore your world – both internally and externally – to discover the importance of giving back to your Earth and community.
Human Nature Studios created nTrada's strategic brand framework (defining the company's mission, vision, and values) as well as designed a full visual suite.
The logo concept uses two elements of nature - trees and mountains - to bring nTrada’s values of growth, community, and exploration to life. The two trees represent togetherness, as well as the internal growth nTrada helps its community seek. The background mountains are a nod to exploration into unknown territory.
Package Type: Level Up
BRAND STRATEGY + VISUAL IDENTITY
SHAYRDAIR
ShayrdAir is a community-based app that aggregates premium skills masterclasses, social events, and experiences for climbers, surfers, runners, and other outdoor enthusiasts.
I worked with Tim, the founder of ShayrdAir, to transform the company's brand identity into something fun, meaningful, and nature-focused.
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.
Package Type: Level Up
TOLOS BARE FOOTWEAR
BRAND STRATEGY + VISUAL IDENTITY
Evan Ritt, the founder of Tolos Bare Footwear, created the brand in order to help people correct their body's asymmetries and resolve unnecessary pain caused by modern footwear. He wanted to create a footwear brand that customers can trust will put physical, mental, and spiritual health and wellness first.
We focused on creating visuals that were representative of alignment, personal optimization, and a connectedness with nature.
The logo we came up with includes a "third-eye" and "sunrise" crown to represent Tolos' mission as a communal "awakening". It also includes symmetrical spacing and tracking that keeps with Tolos' values of strength within proper alignment.
Through this project, we created a brand strategy booklet and a visual identity guidebook - including five logo variations, a color palette, and several mock products.
HUMAN NATURE DESIGNS
VISUAL IDENTITY, BRAND DEVELOPMENT + ILLUSTRATION
Human Nature Designs is a national parks and nature-inspired gifts and keepsakes collection, and the retail arm of my design business. I started the company in 2020 with the objective of producing high-quality "souvenirs" that improve upon the cookie-cutter products in National Parks and travel shops.
I ideate and illustrate each design myself using a mix of personal experience, photographs, and research to determine the feeling and meaning of a destination. I design each product and every bit of content that comes through the website (including the site itself). I also direct all physical design aspects including branding, packaging, and signage.
Through this business, I am able to create designs and products that help humans to celebrate their connection to nature and their favorite places in it.
CUSTOM ILLUSTRATION
TINCUP WHISKEY
TINCUP Whiskey approached me to create three custom coaster illustrations for use in bars and restaurants across the country. As the premier mountain whiskey, they wanted to incorporate imagery of outdoor adventures. After two rounds of edits and rework, we came up with three designs they were excited to use and that fit within their branding.
TINCUP Whiskey is a Colorado-based whiskey company created by Jess Graber. The products are insipred by, and made for, the mountains.
ALPINE CURVES
LOGO & MARK DEVELOPMENT
This project started out as a simple sticker design. Alpine Curves was looking to create an outdoor-inspired sticker design to use in customer packaging and to sell as a retail item. Once I came up with the final design, they loved it so much that they decided to use it as their main logo as well.
Alpine Curves is a woman-owned business that creates plus-sized apparel and outerwear for outdoorsy women.
After working together on the National Parks Calendar, Ryan and Erica reached out to me to design their second product - The Mindful Box.
The Mindful box is a box of daily prompts to help you quiet your mind, see the good, and develop a life-changing practice of mindfulness in just 90 days. They came up with the concept and copy and I designed the exterior of the box and the card templates. This design was inspired by the Japanese practice of enso.
PRODUCT DESIGN & BRANDING
FLOW STATE MEDIA
I worked with Ryan and Erica at Flow State Media to create two separate products for their Layne Paper line.
The National Parks Calendar is a daily calendar with a new park every month and a new photo each day. As a part of my company Human Nature Designs' National Parks Collection, this product came to life as the perfect gift for national parks fanatics and nature lovers. While Ryan and Erica sourced photos, I designed the exterior of the box and the daily cards template.
BRAND STRATEGY + VISUAL IDENTITY
THE HIGHLINE STUDIO
The Highline Studio is a fitness + wellness studio that integrates metabolic testing and lifestyle-based wellness education with classic pilates and fitness training. The company is on a mission to enable people to find and sustain better health, fitness, and well-being for themselves in harmony with their community and the planet.
I worked with Tanya and Nat, the founders of The Highline Studio, to transform the company's brand identity into something that represented both the Littleton, Colorado community specifically and wellness on the whole. I came up with a logo that honors the nature specific to Littleton (cottonwood trees and The Highline Canal Trail) and offers a feeling of prosperity and vitality.
The colors are joyful and nostalgic, and the path in the logo represents both the walking path behind the studio as well as the journey toward longevity and wellness. The sun is symbolic of the new opportunity each day brings for personal development.
Package Type: Start
MONTHLY GRAPHICS & BRANDING ASSISTANCE
KUJU COFFEE
When I met Kuju's co-founder, he was in need of some generic graphic design and marketing assistance. I acted as the go-to designer for several key campaigns including the Kuju x REI Coffee Tour.
I created event signage, branded packaging, REI in-store signage, and content for several email newsletters surrounding various marketing campaigns.
Founded in 2015, Kuju was the first U.S. company to manufacture and bring the pocket pour over to market. Because of this, Kuju has always led the way in portable coffee innovation. You can find Kuju in retailers across the U.S. including REI, Sportsman’s Warehouse, Cabelas, Bass Pro Shop, and Whole Foods.
BRANDING + VISUAL IDENTITY
SUNSET FARMS
Sunset Farms is a sustainable, nature-focused farm. I thought up the idea for this company as well as created the full logos and brand identity!
Everything created in this project - illustration, logo design, color palette, and company name was ideated and created by Emily Backus.
BRANDING + VISUAL IDENTITY
THE HOLE DONUT
The Hole Donut is a sweet treat shop where evey whole donut comes with a donut hole. I thought up the idea for this company as well as created two alternative logos and brand identities!
Everything created in this project - illustration, logo design, color palette, tagline, and company name was ideated and created by Emily Backus.
BRANDING + VISUAL IDENTITY
VANGO CAMPER VANS
Vango Camper Vans is a concept company for which I created a full visual identity suite and brand identity. I created primary and secondary logos, a logo mark, and iconography. Everything created in this project (including the company name and typography) was ideated and hand drawn by Emily Backus.
BRANDING + VISUAL IDENTITY
WANDERING STAR MOTEL
Wandering Star Motel is a concept company for which I created a full visual identity suite and brand identity. I created a mid-century modern logotype, signage concept, room key design, and location icons.
Everything created in this project - illustrations, logo design, color palette, and the company name was ideated and created by Emily Backus.
BRANDING + VISUAL IDENTITY
RON'S BURGER SHACK
Ron's Burger Shack is a concept company for which I created a full visual identity suite and brand identity. I created two retro logo concepts, a menu concept, and hand-drawn illustrations.
Everything created in this project - illustrations, logo design, color palette, and the company name/tagline was ideated and created by Emily Backus.
