Creative Director · Co-Founder
The logomark acts as a metaphor for strength and oversight. It is the brand’s DNA, and in the visual hierarchy, it sits at the apex.
The grit in the visual language is a direct reflection of the grit in their process. This isn’t graphic fluff.
We started by analysing mountain logos across the outdoor industry.
When you’re fumbling for a transceiver in a high-stress rescue, with snow up past your knees, that tactility deeply matters.
The ‘A' as an open doorway into the backcountry is a symbol of welcome – but it stands inside a heavy, geometric, somewhat foreboding wordmark.
This is the preservation of something we love and connect with spiritually.
Portland-based studio This® evolved Huckberry’s identity as the retailer transitions from a digital-only presence to physical retail. The rebrand focuses on durability and material authenticity, maintaining Huckberry’s outdoor roots while introducing a refined typographic and color system. The work balances grit and sophistication through the concept of 'Creative Tension' and a new tagline, 'All Ways Forward.'
This®Studio rebranded Backcountry Access (BCA) with a functional, geometric identity that merges safety, inclusivity, and outdoor authenticity. The new logo, dubbed the MountainBolt, doubles as a tactile design element on products, while the typographic system and color palette reinforce clarity and accessibility. The project reflects the studio’s deep connection to backcountry culture and commitment to life-saving design.