BRAND IDENTITY & brand platform

Awarded “the 2023 iPhone app of the year” by Apple following our work with them, AllTrails came to us at an inflection point.

Their impressive growth in users had come almost entirely by word of mouth, and had occurred chiefly amongst expert outdoor enthusiasts.
To ensure long-term growth, it was critical for AllTrails to expand their relevance and their audience. To forge a new path.

So, we penned their new mission: to awaken the outside person within all of us.
We ameliorated the brand world: leveraging a path motif to frame outside stories big and small.
And we formalized a more inclusive brand story with the north-star platform: THE OUTSIDE IN ALL OF US.

“We’re building a movement to redefine the outdoors, remove hurdles in the path and help everyone find a sense of belonging in the outdoors. The time has come to reflect this in our brand. We’re re-introducing ourselves with a fresh look and feel and a new brand for our premium offering.”

-Carly Smith, CMO of AllTrails

“2023 iPhone App of the Year”

-Apple