Branding & Illustration

The Challenge:

Happy Trees Trail Club wanted a brand identity that could plant deep roots in the local outdoor community – something approachable, playful, and inclusive enough to welcome everyone from first-time hikers to seasoned trail lovers. The visual style needed to capture their friendly, “you belong here” spirit while creating a recognizable identity for merchandise, social media, and community events.

The Approach:

I developed a suite of illustrated tree characters, each with unique traits and personalities that reflect the club’s values. Inspired by the leader’s original whimsical idea, I grew it into a cohesive visual system with four distinct mascots—each symbolizing diversity, resilience, and joy in nature. Every element, from color palette to character expressions, was designed to make the brand feel warm, fun, and easy to engage with.

The Results:

The final brand identity gave Happy Trees Trail Club a signature look that stands out both on and off the trail. Their approachable, nature-inspired visuals have made it easier for the group to attract new members and keep their mission growing.