First Tracks: Entrepreneurship Programme Brand Identity
Paul Mullen
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Posted Feb 2, 2026
Brand identity for eight-week accelerator supporting bicycle, tourism, and outdoor recreation startups. Logo, guidelines, and social media assets.
Project Overview
Developed a brand identity for First Tracks, an eight-week accelerator programme supporting entrepreneurs in the Bicycle, Tourism, and Outdoor Recreation sectors. Co-hosted by South of Scotland Enterprise and Edinburgh Napier University, the programme provides essential resources and industry knowledge to help startups succeed.
Developed a visual identity that reflects the entrepreneurial journey, momentum towards innovation, sustainability, and community growth within Scotland's outdoor industries.
Key Deliverables:
Brand Identity & Logo Design
Brand Guidelines
Visual Identity System
Social Media Assets & Templates
Sustainable Values Integration
Brand identity symbolising entrepreneurial momentum, sustainability, and growth in Scotland's outdoor recreation sectors
Distinctive brand mark combining an arrow (momentum), a ring (sustainability), and a tree (growth), symbolising the entrepreneurial journey
Nature-inspired colour palette reflecting outdoor recreation industries whilst maintaining professional, accessible appeal
Social media asset system designed for programme promotion and entrepreneur engagement across digital platforms
Process & Approach
Strategic Discovery
Collaborated with South of Scotland Enterprise and Edinburgh Napier University to understand the programme's mission: supporting early-stage entrepreneurs in the Bicycle, Tourism, and Outdoor Recreation sectors through an intensive eight-week accelerator.
Symbolic Design Development
Created a multi-layered brand mark incorporating three meaningful elements:
Arrow: Represents momentum and ambition—the upward journey toward entrepreneurial success
Ring: Symbolises sustainability and the continuous cycle of growth and support—core values in both entrepreneurship and environmental responsibility
Tree: The combined form creates a tree shape, embodying growth, resilience, and nature—directly connecting to the industry's First Tracks champions
Visual Identity System
Developed a nature-inspired colour palette and scalable visual system that works across programme materials, social media, and partner communications. Ensured the identity reflects innovation, eco-friendly practices, and community, whilst maintaining professional credibility for institutional partners.
Brand Guidelines
Created comprehensive guidelines ensuring consistent application across South of Scotland Enterprise, Edinburgh Napier University, and programme participant touchpoints.
Results/Impact
Delivered a distinctive brand identity that positions First Tracks as a credible entrepreneurship accelerator whilst authentically connecting to outdoor recreation culture. The symbolic logo communicates programme values—momentum, sustainability, and growth—creating immediate recognition and resonance with target entrepreneur
Outcomes:
Multi-layered symbolic identity reflecting programme mission and values
Scalable visual system across institutional and participant touchpoints
Nature-connected aesthetic appealing to the bicycle, tourism, and outdoor sectors
Professional credibility supporting partnerships with enterprise agencies and universities
Comprehensive guidelines enabling consistent application across eight-week programme cycles
Strategic Context
The Challenge:
Create a brand that balances institutional credibility (government enterprise agency + university) with an authentic connection to the outdoor recreation entrepreneurship culture.
The Solution:
A nature-rooted symbolic identity that communicates ambition and growth whilst embedding sustainability—core values shared by both institutions and outdoor industry entrepreneurs.
The Partnership:
Collaborated with South of Scotland Enterprise and Edinburgh Napier University to support Scotland's growing outdoor economy through targeted entrepreneur development.