Branding & Web-Design : Educational Expeditions

Project Overview

The goal of this project was to create a cohesive brand with a clear vision: to provide expert-guided, immersive outdoor experiences that blend adventure with learning. The brand empowers individuals at all experience levels by equipping them with the knowledge, skills, and confidence to thrive in the outdoors. The project involved developing a holistic brand system that seamlessly integrated Brand Strategy, Verbal and Visual Identity, and Website Design—ensuring all elements worked together to reflect the core mission of education, empowerment, and building lasting confidence in outdoor exploration.
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• Art Director & Brand Designer | 2 Months
• Services: Brand Strategy | Art Direction | Branding | Website Design
• Industry: Outdoor Recreation & Education

Pain Point

Aspiring adventurers—particularly beginners or those feeling underprepared—struggled to gain the confidence and skills needed to navigate the outdoors safely. Many sought structured, expert-led experiences to bridge that gap and develop independence in outdoor exploration.

Process

I developed a cohesive brand system—verbal, visual, and digital—anchored in expert-guided outdoor education. The target audience included individuals across all skill levels, from first-time hikers to seasoned explorers seeking structured growth. This involved naming (“Ascend Expeditions”), defining messaging pillars, crafting an empowering tone, designing a visual identity with earthy tones and modern typography, and building a website focused on clarity, accessibility, and inspiration. Partnerships with the University of Utah School of Medicine ensured credibility, while each touchpoint reinforced confidence, practical skills, and a love for adventure.

Outcome

A unified brand and digital experience that empowers a diverse audience of outdoor enthusiasts—potentially hundreds per year—to develop confidence, master practical skills, and connect deeply with nature through expert-led adventures. The brand positions Ascend Expeditions as the go-to resource for safe, educational, and transformative outdoor experiences.

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