Rosie didn’t come to me with a conventional outdoor business. She came with a mission.
After experiencing first-hand how reconnecting with nature can transform wellbeing, she wanted to create a space where other women could rediscover confidence, community and adventure without feeling intimidated by traditional outdoor culture. The vision was strong. What she needed was a brand that could communicate it.
We started by building the identity from the ground up. The challenge wasn’t creating something that looked adventurous. It was creating something that felt welcoming. The outdoor industry often leans heavily into performance and expertise, but Of Paths & Paddles needed to feel accessible, supportive and inclusive. A place where women could feel they belonged, regardless of experience.
From there, we developed the visual identity, website and social media presence as one connected system. Every element was designed to reinforce the same message: you don’t need to be fitter, faster or more experienced to start reconnecting with the outdoors. You just need somewhere to begin.
The branding draws together the key elements of Rosie’s story and vision, while the website creates a clear pathway for visitors to understand the community, the events and the purpose behind them. The social media content was built to challenge common assumptions about outdoor activities and encourage women to see themselves reflected in the brand.
What I love most about this project is that it never felt like creating a business brand. It felt like building a home for a community. Every decision was rooted in making people feel welcome, understood and capable.
The result is a brand that captures exactly what Rosie set out to create. Warm, encouraging and adventurous, without ever feeling exclusive. A brand that reflects not only what Of Paths & Paddles does, but why it exists in the first place.
