About Pace
Pace is a fictional company I created for my graphic design education. The assignment was to create a
brand for an on- and offline magazine about sports, mainly focussed on hiking and (mental) health.
The target audience are middle aged women who love sports and nature.
Brand Identity and Design Process
The brand’s house style, which includes a logo, brochure, website, stationery, and other expressions, is designed to be cohesive and inviting. I started by choosing colors that fit the target audience—middle-aged, sporty, and adventurous women. Based on these colors, I created sketches for a logo that features a winding hiking road and a sunset, symbolizing freedom. Soft, warm colors were chosen to evoke comfort and serenity.
Brand Expressions
The brochure offers information on hiking trails, tips, and testimonials, while the website is user-friendly with content on destinations, gear, and events. Stationery and other materials consistently reflect the brand’s logo and color scheme, ensuring a professional look.
Pace is a community for middle-aged women who love hiking, providing them with the resources and inspiration to explore nature and find freedom and comfort on the trails.
Project Details
- Create an online and offline platform for women who love hiking.
- Design a logo and establish a cohesive house style.
- Develop online and offline brand expressions including a website, stationery, brochure, email newsletters, and advertorial materials.
Tone of Voice
Freedom, sporty, feminine.
