MIDPOINT REC | Brand Identity

Project Overview MidPoint Rec is a recreational rental service strategically located in historic downtown Clermont, Florida. Positioned at the midpoint of the Florida coast-to-coast bike trail, it offers a unique and convenient solution for visitors seeking bike, kayak, and paddleboard rentals. MidPoint Rec enhances the downtown experience by providing grab-and-go options for outdoor activities, and curated experience bundles. This innovative approach bridges the gap in the market while supporting Clermont's growing identity as an outdoor recreation hub and vibrant Main Street destination.

Visual Identity The visual identity of MidPoint Rec captures the spirit of outdoor adventure and local charm with a design that is both vibrant and approachable. The primary color palette is inspired by nature, featuring hues reminiscent of trees, lakes, skies, and clouds, while a secondary palette adds a playful, energetic touch. Custom illustrations showcase the brand’s services, reinforcing its fun and friendly personality. A distinctive brand pattern, inspired by lines converging at a central point, symbolizes the business’s location and mission. Complementary sticker designs celebrate Clermont’s community spirit, tying the brand to its local roots while maintaining a modern and adventurous appeal.