Timberwolf Traders
Timberwolf Traders is a start‑up that outfits people from hard‑core hikers to first‑time campers with the tools and know‑how to get outside. The founders asked me to build a brand that feels trust‑worthy, inviting, and advice‑forward, while staying simple enough for a lean team to run day‑to‑day.
Deliverables:
Logo system, color palette, fonts, stock photography library, brand application guide
Timberwolf Traders
Brand Identity
2024
approach
Story Mining
• Workshopped with the founders to unearth where the name originated.
Symbol Exploration
• Sketched multiple marks that can read as a wolf profile, a ridgeline, a tree‑stump, a radiant “howl/flashlight” aura to signal guidance, but ultimately landed on a simple wolf.
System Build-Out
• Defined a scalable identity kit including color, type, icon placement, and a photo guide that designers or not can deploy.
Voice & Templates
• Co‑authored a brand voice playbook focused on positive, can‑do language; rolled the tone into Mailchimp email skins and social graphics.
Guideline Hand‑off
• Delivered a 40‑page PDF + Figma library, then ran a live training so the five‑person team could hit the trail solo.
