An Imaginary Company with a Tangible Mission
The mission is to create a new company while drawing inspiration from the social responsibility practices of existing brands.
My company, Whitney Gear & Garments specializes in the outdoor gear and apparel market. For our target demographic of young responsible adventurers, the environmental impact of purchases is at the forefront of mindful decision making.
Throughout our communication, there is an emphasis on contributing to circular economy practices and getting involved with local organizations.
Primary Logotype
Color and Graphic Elements
Visually, Whitney is built on the steady nature of California’s highest peak, Mt. Whitney, to convey the company’s commitment to environmental protection. Throughout the communication, the wings of Whitney that break past the silhouette of the mountain are symbolic of the spirit of adventure and freedom we inspire.
Wings of Whitney Pattern
How To Use Whitney
It starts with an idea and before you know it a logo, multiple logos, a color palette, letterheads, business cards, product tags, discretionary typesetting, photography standards, and packaging deliverables begin to materialize.
In the end, all of these elements must connect and amplify the message and soul of your brand.
Using the Whitney Standards Manual, anyone within our organization can properly communicate the brand.
Physical Applications
Example Business Cards
Example Front
Example Back
Packaging Elements
Packaging Tape Design
Packaging Tape on Box
Clothing Tags
Letterhead and Envelope
Whitney Social Media & Corporate Social Responsibility
You should know our gear is built to last, and in the hope that you use your product to its fullest extent, Whitney’s Mending Mission will be there to repair, trade, and refurbish your old duds.
To get our message out, social media is our go-to method.
CSR Instagram Post
Instagram Post
Instagram Stories
Whitney Website
Take a peek at the Whitney website.
The website includes pages dedicated to connecting consumers with climate activism, sponsored artists and athletes, an online shop and a company blog.
See Pages 32-35 of Standards Manual
