The trailblazing brand messaging and identity were further applied to a completely refreshed web experience. The woodsy look and feel was charged with modern and technical graphic treatments to communicate the idea of simplicity in the face of complexity. Name inspired imagery such as canoes, cabins, or maps were heavily stylized and given a hit of color to perfectly balance an overall experience that celebrates future-focused exploration without losing sight of the brand’s digital roots.
Futuristic fonts were utilized in large scrolling headlines and motion-heavy modules to add a sense of dynamism and forward progress throughout the site. Graphic elements throughout the site feature shapes born from the unique letterforms of the typeface for a more cohesive visual language.