CHANDRA PHENPIMON



True North


DURATION
2 week, Summer 2025

PROJECT SCOPEBranding & Identity
Social Media Content Design
Merchandise Design
Motion Graphics This site is currently under construction, please check back at a later date

True North is a self-initiated project inspired by my family’s love of camping and the outdoors. The project combines the energy and freedom of outdoor life with a modern, approachable look. It had to feel practical and inviting while standing out from the outdoor category, which often leans heavily on traditional, rugged visuals.

The design system highlights adventure and exploration, encouraging people to explore without feeling intimidated. Every choice emphasizes nature while keeping the visuals clear, cohesive, and easy to navigate. True North is your guide to adventure, without losing direction.

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THE PROBLEMMost outdoor brands lean on the same playbook: weathered textures, distressed typography, and heavily “rugged” imagery. This look often feels outdated and makes the outdoors appear harsh or unapproachable. The challenge was to rethink this category language. How could a brand keep the essence of ruggedness, but translate it into a modern system? How could it still convey the spirit of adventure while making it accessible to a wider audience?

THE PROCESSThe project began with the name True North and the visual anchor of the compass. The brand system revolves around a square logo where “True” forms the cardinal directions and a diamond icon points north. This diamond becomes a flexible device that can be used in both horizontal and vertical lockups or expanded into a repeatable pattern that signals navigation and discovery.

Color is a key differentiator. True North replaces the muddy palettes common in outdoor branding with warm, vibrant earth tones. A bright red accent, taken from the tip of a compass, adds energy and symbolizes direction and discovery.

Typography played an equally central role. I choose Baste by Lift Type for its geometric and rounded construction. It carries the toughness associated with outdoor gear but avoids feeling cold or mechanical. Its unique character sets it apart from the generic type choices often seen in the category and makes it a defining piece of the identity.

THE SOLUTIONTrue North is a brand system that modernizes outdoor aesthetics without losing its roots. It preserves the adventurous and directional spirit of rugged design but reframes it in a cleaner and more versatile visual language. The square and diamond logo, supported by a bold yet approachable typeface, creates an identity that is practical, distinctive, and scalable.

©2025