Finding our local wild.
BRIEF
The Bay Area Ridge Trail traces the ridgeline above San Francisco Bay in a 375-mile (and growing) continuous loop. The Ridge Trail received a multi-year grant from REI Co-op as part of the company’s broader mission to invest in large, long-term projects that connect people and communities to the outdoors.
Under the REI Co-op grant, the Ridge Trail aimed to redesign their brand, trail icon/logo, and existing, outdated website. In this digital world, reducing the barriers to life outside starts online—and for the Ridge Trail, that meant creating access to easily navigable trail maps, so that both experienced and amateur hikers could feel confident out on the trail. That’s where we came in.y.
ROLE
Lead creative, art direction, and hands-on design execution.
SCOPE
Identity & Visual Language • Logo • Website • Art Direction • Photography • Illustration • Brochures and promotional materials
Before + After
TWO SEPARATE GOALS. ONE MODERN SOLUTION.
The Ridge Trail website presented a balancing act. It needed a modern site that would meet explorers’ needs for comprehensive trail navigation, and that would also meet the nonprofit’s need to drive donations and volunteers.
Key features of the redesigned site included the immersive, interactive map and the visually rich ability to search and download individual trail maps in every region of the trail’s 375 miles. Through dedicated pages and strategically placed callouts, we also gave people insight into Ridge Trail events and programs, with the intent of making them more invested in the success of the nonprofit.
360° OF INSPIRATION
A new logo and icon for trail signage. Easy to spot on the trail or a brochure rack.
“Being an authentic brand with a real story truly resonates with people.”
— JANET MCBRIDE, EXECUTIVE DIRECTOR, BAY AREA RIDGE TRAIL
