Brand Identity and Custom Lettering
New River ATV
OBJECTIVE: To launch a new ATV tourism company in West Virginia for the 2019 Season. New River ATV's target customer groups are diverse and do not fit into any one generalization that people have with outdoor adventure or all-terrain vehicles, so a new approach was merited.
SOLUTION: Knowing that much of the whitewater rafting competition in the New River Gorge uses bright primary colors, our approach explored concepts further afield, including a survey of historic motorcycle branding and high-end outdoor gear. The resulting brand has a friendly vintage look that feels established but timeless in different apparel and merchandise applications. In selecting colors, we utilized a careful mix of warm and cool tones to give the brand some restrained but modern qualities. A warm orange was integral in denoting safety and retaining visibility in muddy terrain.