What’s freedom without adventure? What’s happiness without the journey? I wondered about these questions and had an idea. Since great ideas aren’t conceived in a silo, I collaborated with my brother on bringing to life a brand that explored these questions. Wildlands was born out of the desire to go to a place where you can be wild and free. You arrive to this destination using your heart as a compass, and discover that this untamed land is embedded in all of us.
I set out to design the logo first. It was important for the logo to feel strong yet slightly imperfect to reflect the concept of being wild. I also embedded orienting arrows within the logo to reinforce the idea that it guides you to Wildlands. I then created three different variations of the Wildlands logo: horizontal, stacked, and a monogram.
For the first t-shirt design, I shot a photograph in Joshua Tree. Using my skills as an artist and designer, I created an image to reflect the freedom in being strange and uninhibited, and how important it is to follow your heart as a compass into unknown territory. I designed the front and back of the t-shirt using the logo in different forms with the artwork cropped in an arc to pull you into the image. I also designed a bucket hat. It compliments the outdoor adventurer vibe of Wildlands. For a pair of joggers, I wanted the Wildlands logo to stand out so I placed the horizontal version across the crotch area. The orienting arrow stands on its own on the bottom.
