The Project

Brand strategy and visual identity for Raisin, a fictional startup offering ai-assisted itineraries for outdoor acitivity trips. Founded to inspire unexperienced travellers to explore and discover active outdoor sports, the app-based service uses guidance, information and empowerment to tear town mental barriers, stop gate-keeping and eliminate anxieties.

Brand Strategy

»Unlock the outdoors«: As the target audience lacks confidence to tap into new activities, they need someone to take them by the hand and help them overcome their insecurities. Raisin opens up the door for them, providing access to the world of outdoor sports.

Design Idea

Trustworhty, up-to-date information in the right moment is crucial for outdoor trips: Where do I go? What equipment is required? What if the weather changes? Though, no one wants to be annoyed by complex data when you’re having the most marvellous mountain view, right?

Raisin therefore picks up the visual concept of a heads-up display, providing essential guidance when needed. Layers of blurry glas symbolise this idea. Additionally rounded graphic elements like arrows and icons support a feeling of ease. This is also reflected in the logo which combines an arrow for guidance, the R of Raisin and a stylised cloud as a symbol for nature. A clear, simple regular sans-serif typeface is used for headlines and copy, whereas its monospaced font style adds a technical layer that is supposed to evoke the users’ trust.

Credits

Fictional Project