WildTrail Branding and Identity Design

Most outdoor hospitality brands lean into generic luxury or cliché rustic themes. "WildTrail" needed an identity that felt raw, unrestrained, and true to the Scottish Highlands. Addressing this meant stepping away from safe, sanitized design and building an identity rooted in utility and instinct. I used a typographic hierarchy that pairs distinct editorial character with clean, everyday readability, and a colour system that combines grounded neutral tones with sharp, high-contrast accents inspired by safety gear and weather tested equipment. Spanning a website, outdoor billboards, merchandise, photography direction, and the core visual identity, the final result is a cohesive system for people who want to step away from the digital noise and spend time in nature.