AllTrails

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 — whether that’s a hike up a mountain or a stroll around the neighborhood. 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.

We worked with AllTrails’s internal team to redefine the outdoors—and that began with how we depicted it in the system. It was a shift in focus from the summit to the small moments of connection and joy we exprience on the way to the top.

The new identity is an integration of UI elements and imagery from the outdoors. Using trail cards and ratings showcases the diversity of both the trails and community—connecting the human and digital.

Playful iconography recenters this brand as a community and refelction of the outdoors rather than just an app. They were crafted to feel organic and wonky, bringing brand storytelling to the UI.

To remake their premium offering feel welcoming and accessible to everyone we changed the name from “Pro” to “Plus”.