An inspired overland travel company that makes the rugged, refined.
Established at the peak of the Covid-19 pandemic when travel was limited to local environs, the founders of Northirn Overland sought to offer a unique and elevated travel experience for those looking for a local escape.
Offering a unique blend of guided backcountry overland vehicle tours and bespoke off road fleet rentals for adventurous visitors to the Pacific Northwest, Northirn was founded with a single purpose: to empower adventurous travellers to responsibly and safely get off the beaten path. Northirn tours are either self-directed or guided; tailor-made for those wanting to simply take in the scenery.
The brief was to create a clear brand strategy and brand identity to reflect Northirn’s bold vision of inspiring off road travel and delivering the tools to do so. The brand position developed is summarised in the strapline ‘Rugged, Refined’, expressing the aim to engage audiences that want a real backcountry experience with all the modern conveniences.
Northirn Overland
Expertise
Brand Strategy
Campaigns
Naming
Photo Direction
Marketing Materials
Video Direction
Visual Identity
Website Design
From sea to sky
The sea-to-sky mark for Northirn Overland is designed to feel modern, friendly and approachable. A clean wordmark and icon representing the sea-to-sky natural setting of the Pacific Northwest was employed.
The typographic logo is set in Northirn’s primary typeface, used throughout the identity, offering a friendly vibe that perfectly matches Northirn’s welcoming culture. Aspirational yet natural photography plays a key part in the new brand identity, featuring Northirn’s gear offerings.
Sun, mountains and sea
The new identity is designed to work seamlessly across all applications including website, social media, printed collateral, vehicle livery and digital advertising.
Working with creative production company The Heist, a series of social-media friendly spots were produced to showcase some of Northirn’s rental fleet and guided tours.
Details, details, details
The graphic language is inspired by aesthetics from clean modernism with playful, natural vibrant colours and a sense of optimism, featuring a series of illustrations used throughout the identity and appear on the website and social media.
