Creating Outside 45:

A Playful and Accessible Brand Identity

Connecting Communities to the Outdoors

Outside 45 was founded with a mission to enhance exposure to and improve access to close-by recreational opportunities in Northwest Missouri and Northeast Kansas. They sought to inspire urban residents to explore lesser-known outdoor experiences within a 45-minute radius of St. Joseph, Missouri. To achieve this, they partnered with 52Eighty Creative to develop a brand identity that captured the playful, community-focused essence of their organization.

The heart of Outside 45’s mission lies in creating opportunities for nature-based activities that improve mental and physical health while supporting accessibility projects and funding nature-based nonprofits. With their vision of ensuring everyone has access to quality outdoor experiences, their brand needed to inspire joy, curiosity, and inclusivity.

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Elevating Visual Identity

To reflect Outside 45’s mission and values, we designed a playful and approachable brand identity. This included:

  • A Hand-Illustrated Logo: The logo, partially hand-drawn, evokes a sense of exploration and curiosity, resonating with the casual outdoor adventurer.

  • Custom Badge Set: Inspired by the classic boy scout and girl scout aesthetic, we created a series of custom badges that represent the various activities and locations highlighted by Outside 45. These badges provide a sense of achievement and community involvement.

  • Vibrant and Fun Iconography: A bespoke set of icons was crafted to complement the playful vibe of the brand, ensuring consistency across social media, print, and digital platforms.

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Making an Impact

Outside 45’s new identity, complete with a flexible logo system for varied applications and messaging frameworks to guide their communications across channels, has energized their mission, helping them connect with their community on a deeper level. The playful visuals and grassroots tone have resonated with their audience, making outdoor adventures more accessible and inviting. This vibrant identity ensures that Outside 45 stands out as a leader in promoting regional outdoor experiences.