All doors lead outdoors

  • Brand Strategy
  • Brand Identity
  • Brand Messaging
  • Digital Design

The outside is in all of us, but the outdoorsy world of hiking boots and mountain peaks can be intimidating. As an app built and curated by the community, AllTrails helps people plan, live, and share their next outdoor adventure — whether that’s a hike up a mountain or a stroll around the neighborhood. Our brand system leverages a path framing outside stories big and small along with inclusive imagery to awaken the outside people in all of us.

We wanted the brand to entice and encourage everyone to get outdoors. We evolved the brand identity to feel more energizing, emphasizing the product's performance and capabilities through welcoming and relatable stories.

Dan Crawford, Creative Director