The outside is in all of us, but the outdoorsy world of hiking boots and mountain peaks can be intimidating. As an app built and curated by the community, AllTrails helps people plan, live, and share their next outdoor adventure. Our aim was to redefine the outdoors and expand their community.

We shifted the focus from the summit to the small moments of connection and joy we experience on the way to the top. This storytelling expanded AllTrails from being just an app to a culture its users participate in and co-create. Our brand system leverages a path framing outside stories big and small along with inclusive imagery to awaken the outside people in all of us.

Apple’s App of the Year 2023

Red Antler

Senior Designer/Motion

Erin Collis, Dan Crawford, Spencer Linton

Shelin Mei, Rohan Krishnan

AD/Social Strategy
Jason Moran, Carnelia Garcia

Project Management
Jordan Harness, Nell Strizich

Part of our challange was reframing their premium subscription. Previously called “Pro”, we wanted to open the aperature of who felt like they could engage in and benefit from additional features in the app’s discovery and navigational experiences. 

We named it AllTrails Plus, crafting a microbrand that would exist inside the app as subscription indicators like a profile badge.

© 2023 Savannah Walker