Building Trust for Outdoor-Minded Families

For parents who love the outdoors, the right gear can make the difference between a memorable adventure and a frustrating outing. Roxy Dawson launched Good, Better, Best to help families make confident decisions when choosing clothing and equipment for their kids. Through thoughtful reviews and firsthand testing, their blog serves parents who value quality gear and reliable recommendations.

While the concept and voice of the blog were clear, Roxy needed a visual identity that could capture the joy of kids exploring outdoors while still resonating with the parents making the purchasing decisions. Creating recognition without relying on common outdoor clichés was key, along with developing a brand system that could grow alongside the blog.

Designing an Identity with Character

During the moodboard stage we explored visual directions that could balance maturity with playful energy. A linocut-inspired illustration style emerged as the perfect fit havin an organic, humanistic, and expressive feel without being commercial or too preschool-oriented.

From there I developed a brand system including a flexible logo suite, color palette, font pairings, and few supporting graphics. A bear icon became the centerpiece of the identity, evoking curiosity, wandering, and a sense of the great outdoors. To capture the right spirit, I sketched many variations of the bear, gradually refining the illustration until it conveyed the youthful personality Roxy envisioned while incorporating subtle gear detail that tied back to the blog’s focus on outdoor equipment.

Additional visual elements were created to support the blog’s content structure, including badges used to quickly identify products as “Good,” “Better,” or “Best.” Together with custom icons and typographic pairings, these elements provide a cohesive system Roxy can use across her website and content.

To ensure the brand could be implemented consistently, I also created a compact brand style guide outlining logo usage, color standards, and typography — giving Roxy a practical reference as she builds the website and supporting materials.

A Foundation for Recognition

With a distinctive visual identity in place, Good, Better, Best now has the tools to grow into a recognizable resource for families looking to get outside. The brand balances whimsy and credibility, speaking to both the adventurous spirit of kids and the practical mindset of the parents outfitting them.

What began as an idea for a gear review blog now has a visual foundation designed to support clear storytelling, trustworthy recommendations, and a growing community of families who love exploring outside together.