A bold identity for an advocate of outdoor accessibility.
Wondery Outdoors is a US-based, BIPOC-owned and women-led company focusing on size-inclusive apparel that empowers women to explore the outdoors. The brand didn't have a cohesive brand system or clear messaging. Existing branding felt less meaningful, outdated and cold. We created a robust and intentional brand system inspired by their playground: national parks. We designed a new Shopify storefront focused on conversion and accessibility; the results were a 54% revenue increase in 90 days after launch and it was a 299% revenue increase year over year.
Included in the system was a custom wordmark, fresh typography, graphic device library and art direction for both lifestyle and ecommerce photography. From the nature inspired palette to the National Parks inspired shape library, everything ties back to Wondery's roots in the wild.
We created the information architecture, wireframes and front-end design while our agency partner Easy Ecomm brought it all to life through a customised Shopify.
We crafted an art direction guideline for shooting both ecomm and lifestyle in a way that felt adventurous, accurate and bright. The Wondery team then took that guide to shoot their newest collection.
Matthew Johnson, Creative Director
Ollie Warman, Design Manager
Nicole Shewchuk, Animation
