In between projects I love

In between projects I love creating identities, so here is:

Mountain Rose

Rather than looking like another technical outdoor brand, the identity needed to feel bold, culturally relevant — something the audience would want to wear even when they're off the mountain.

Role: Visual Identity Designer Scope: Logo Design · Visual Concept

The Challenge:

The goal was to create a visual identity that could communicate the character of mountains, nature, and Canada while still feeling distinctive and contemporary, sophisticated with a warm and welcoming feel.

Rather than relying on a literal mountain illustration, I wanted to develop a symbol that could work as a recognizable brand asset across different applications.

Target Audience:

The brand is aimed at younger Canadian skiers and snowboarders who see winter sports as part of their lifestyle and identity, not simply as a hobby.

The Idea:

The starting point was the combination of two strong visual elements:

A mountain + a rose.

The mountain represents the landscape, while the rose introduces a more organic and recognizable form. A maple leaf was then incorporated into the center of the symbol, connecting the identity to its Canadian context.

The result became a layered symbol where the individual elements work together as one mark.

From Shape to System:

Once the main symbol was established, I began breaking it apart and exploring the shapes within it.

The angular mountain forms became the foundation for a repeatable graphic pattern, giving the identity a visual language that could exist beyond the logo itself and became a patrern that turned into a mascot.

This helped turn the original mark into a broader identity system rather than treating the logo as a standalone element.

The Result:

The final identity combines Canadian symbolism, mountain geometry, and organic forms into a flexible visual system.