Work
Year
Year
2025
2025
Client
Client
Novexal
Novexal
Further. Lighter. Yours.
Duration
Duration
5 months
5 months
Location
Location
Vancouver, CA
Vancouver, CA
Industry
Industry
Outdoor & Adventure
Outdoor & Adventure
Deliverables
Deliverables
Brand identity, logo design, brand mark system, art direction, photography direction, campaign creative, and brand guidelines.
Brand identity, logo design, brand mark system, art direction, photography direction, campaign creative, and brand guidelines.
Novexal is an outdoor gear brand built for people who find clarity in open spaces. What started as a line of lightweight camping equipment grew into a full brand identity — grounded, directional and designed for the kind of traveler who plans less and moves more.
Novexal is an outdoor gear brand built for people who find clarity in open spaces. What started as a line of lightweight camping equipment grew into a full brand identity — grounded, directional and designed for the kind of traveler who plans less and moves more.
Building an Outdoor Brand Identity That Feels as Open as the Landscapes It Belongs To
Building an Outdoor Brand Identity That Feels as Open as the Landscapes It Belongs To
Novexal was built for a specific kind of person: someone who drives to the coast on a Thursday, sets up a tent on the edge of a cliff and drinks coffee while the sun comes up over the water. Not an extreme athlete. Not a weekend warrior. Just someone who needs to be outside in order to think straight. The brief was to build an identity that honored that quieter, more personal relationship with the outdoors — one that felt earned rather than performed. No adrenaline. No conquest. Just presence.
Novexal was built for a specific kind of person: someone who drives to the coast on a Thursday, sets up a tent on the edge of a cliff and drinks coffee while the sun comes up over the water. Not an extreme athlete. Not a weekend warrior. Just someone who needs to be outside in order to think straight. The brief was to build an identity that honored that quieter, more personal relationship with the outdoors — one that felt earned rather than performed. No adrenaline. No conquest. Just presence.
The brand mark — two mirrored ribbon forms suggesting both a trail path and a horizon line — was designed to communicate movement without urgency. It reads as a route, a wave and a breath simultaneously, reflecting the brand's belief that the best outdoor experiences are the ones that slow you down rather than push you harder. White on natural landscape photography gives the identity an airy, unimposing quality. The logo never fights the environment it sits in — it belongs there, the way a well-designed tent belongs on a clifftop without disturbing the view.
The brand mark — two mirrored ribbon forms suggesting both a trail path and a horizon line — was designed to communicate movement without urgency. It reads as a route, a wave and a breath simultaneously, reflecting the brand's belief that the best outdoor experiences are the ones that slow you down rather than push you harder. White on natural landscape photography gives the identity an airy, unimposing quality. The logo never fights the environment it sits in — it belongs there, the way a well-designed tent belongs on a clifftop without disturbing the view.
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Feedback
"We kept saying we wanted the brand to feel like a deep breath. The team took that seriously and turned it into an actual visual language. The campaign images look nothing like any other outdoor brand we've seen, and that was always the goal. People stop scrolling because it feels calm, which is exactly what our product promises."
Claire Beaumont
Marketing Director, Novexal
"We kept saying we wanted the brand to feel like a deep breath. The team took that seriously and turned it into an actual visual language. The campaign images look nothing like any other outdoor brand we've seen, and that was always the goal. People stop scrolling because it feels calm, which is exactly what our product promises."
Claire Beaumont
Marketing Director, Novexal
•
Feedback
"We kept saying we wanted the brand to feel like a deep breath. The team took that seriously and turned it into an actual visual language. The campaign images look nothing like any other outdoor brand we've seen, and that was always the goal. People stop scrolling because it feels calm, which is exactly what our product promises."
Claire Beaumont
Marketing Director, Novexal