SOFTWARE
Adobe Express
Adobe Illustrator
Adobe Photoshop
Canva
MY ROLE
Independent Brand Identity Designer
Product Designer
DELIVERABLES
Logo
Packaging
Product Design
Brand Guidelines
TOOLS & CREDITS
Fictional brand — Adobe Certificate Program
Envato Elements (licensed subscription assets & mockups)
PROJECT OVERVIEW
Driftwood Outdoor Gear is a conceptual sustainable outdoor brand created around the idea that exploration and environmental responsibility can exist together. The brand focuses on producing outdoor equipment made from recycled materials, encouraging consumers to protect the environments they enjoy exploring.
The identity system was designed to communicate sustainability, adventure, and connection with nature through a recognizable visual language that extends across product design, packaging, and brand applications.
Hiking boots mockup.
CREATIVE DIRECTION
The visual direction combines natural elements, modern product design, and environmental storytelling to create a brand that feels adventurous yet responsible. The three-leaf logo references the recycling symbol while maintaining a connection to the outdoors.
Relief-map patterns became a defining visual element, bringing topographic texture into the brand while reinforcing its connection to hiking and exploration. Greens, browns, and oranges create an earthy palette, while contrasting typography gives the identity both energy and approachability.
PROCESS
The project began as an identity redesign focused on connecting Driftwood Outdoor Gear's two core ideas: hiking and sustainability. I developed a three-leaf mark that circles back on itself to suggest both a trail and the recycling symbol, reinforcing the brand's use of recycled materials. I paired the logo with a natural palette of greens, browns, and oranges, using contrasting typography to give “Driftwood” a strong, energetic presence while keeping “Outdoor Gear” more relaxed.
To make the identity more distinctive, I introduced topographic relief maps as a recurring visual element. The maps became part of the brand's color and texture system, appearing across apparel and brand guidelines as well as supporting the outdoor focus of the identity. After completing my associate degree, I expanded the project into digital marketing applications, creating a Facebook header, static advertisement, and animated social media ad in Canva. Across the campaign, recycling remained a recurring visual theme that connected the messaging back to the brand's purpose.
Driftwood Outdoor Gear logo concept sketches.
GALLERY
Brand guidelines: visual identity and core elements.
Brand guidelines: applications and visual standards.
Facebook cover image.
Facebook advertisement for a gear sale.
Animated Instagram advertisement promoting a Driftwood Outdoor Gear sale. The brand’s signature leaf elements rotate around the Driftwood name and sun, while an animated butterfly, flashing arrows, and “HUGE SALE” headline create movement and visual emphasis. The illustration features a hiker ascending a rocky trail with recycled bottles integrated into the landscape, reinforcing the brand’s connection between outdoor adventure and sustainability. The playful animation was designed to catch the attention of younger outdoor audiences.
Magazine advertisement mockup.
Socks mockup.
Recycled hiking boots mockup.
Ready to build a brand with purpose?
CONTACT ME