When Gearhouse approached me, their biggest pain point was an existing logo that felt too brutalist, masculine, and technical for the direction they wanted to head. They were craving something more human, approachable, and natural — a look that felt like a woodblock print or stamp, nostalgic and familiar, while better reflecting their focus on community.

 

I created a visual identity that nods to vintage outdoor brands of the ’80s: timeless, warm, and rooted in connection. The new logo system blends the feel of a neighborhood trailhead with the comfort of home, reinforcing Gearhouse as both a launchpad and a gathering place. The result is a brand that feels welcoming, familiar, and built to last — perfectly aligned with Gearhouse’s role as Seattle’s basecamp for adventure and connection.