Hike for Hope Brand Identity System

This project was created as an entry for the design category of the National Young Lions competition. Two designers under the age of 30 are given 24 hours and a creative brief to conceptualize and produce a brand identity.

The Hike for Hope brand builds upon the established identity to create a dynamic design system. Consisting of high contrast typography, natural imagery, a vibrant colour palette and iconography. The icons depict the footsteps that exist within Canada’s natural landscapes and are driven by the idea of cohabitation and respect between animals, people, and the environment. They double as both a framing tool and secondary textural elements. The brand identity serves as a bold extensive toolkit to captivate and inspire corporate participation towards fundraising for 
the initiative.

Inspired by the legacy and work accomplished by Jane Goodall and her institution, the decision to focus on the footsteps calls to the mission of turning hope into action. The headline and driving force for the identity is, “Where your steps meet theirs,” reminding advocates that we all share a responsibility in preserving our shared planet.