CHALLENGE
Overlanding NA is a new, off-road camper dealer that is importing rugged trailers, originally designed for the Australian Outback, to the United States. The client’s mission, besides selling trailers, is to give customers the freedom to travel anywhere.
After a preliminary meeting discussing the client’s needs and expectations, I provided four sample logo sketches to identify a direction.
PROCESS
Here is the issue encountered. These sketches were meant to be a jumping off point and not a final product. The client was confused because I hadn’t properly conveyed my process for creating a visual identity. A quick call got us back on track.
The client wanted a 80s or 90s feel to the color palette. I knew we could make that work, but the branding was very much akin to outdoor brands which have earthier tones. So I gave the client both.
RESULTS
The client loved the 3rd design with the more muted color palette. A few tweaks to the coloring and background assets and we had a finished logo. I provided the client exports of the logomark, badge, and a document explaining the usage rules.
Lessons Learned
It’s better to ask questions as early as possible to avoid going too far down the wrong path.
You can change a client’s mind about the design if you’re truly listening to and addressed their concerns.