Southern Queer Folk Hikes Rebrand
Objectives
Brand Alignment: Develop a visual identity that reflects the organization’s values of inclusivity, community, and connection to nature.
Versatility: Create a logo and design system adaptable across merchandise, print, and digital media.
Visibility: Increase recognition and appeal to both existing members and new audiences.
Emotional Connection: Capture the joy and safety the organization offers through design elements.
Final Solution
The rebrand is warm, inviting, and proudly queer while maintaining a grounded, outdoorsy feel. The identity is modern but rooted in the Southern landscape, making the organization instantly recognizable to its community.
Stronger Community Connection: Members expressed pride in wearing and sharing branded gear.
Professional Presence: The cohesive identity helped secure partnerships with local hiking clubs and LGBTQ+ advocacy groups.
Mission Amplification: The visuals now reflect the organization’s role as a safe and joyful space for queer hikers in the South.
Challenges
The original brand identity lacked consistency and did not visually capture the group’s unique blend of Southern roots, queer pride, and love for nature. The existing logo was difficult to scale and lacked the visual storytelling needed for strong recognition in both outdoor signage and social media contexts.
The key challenges included:
Lack of Cohesive Identity: No unified design system across materials.
Limited Versatility: Logo and graphics did not adapt well to different formats.
Understated Personality: Visual tone failed to fully express the group’s inclusivity and celebration of queer culture in the outdoors.
Design Process
Research & Discovery
Conducted interviews with organizers and members to understand their values and what makes the group special.
Researched visual trends in outdoor brands, queer community groups, and grassroots organizations.
Identified color palettes, typography, and iconography that could bridge Southern nature with queer identity.
Concept Development
Explored sketches combining hiking imagery (mountains, trails, leaves) with queer pride symbolism (rainbow accents, inclusive color palette).
Experimented with rounded, approachable typography to reinforce friendliness and accessibility.
Developed variations for use on trail markers, stickers, shirts, and digital banners.
Refinement
Selected a final logo featuring a stylized river winding into mountains.
Choose an earthy yet vibrant palette—warm greens and browns paired with pops of inclusive pride colors.
Created a flexible brand system with secondary icons, wordmarks, and graphic patterns inspired by topographic maps.