Lake Erie Canopy Tours

Logo Design | Branding | Identity

Our team was tasked with reinventing the brand look and feel for the Lake Erie Canopy Tours experience. The amenity itself is a picturesque and thrilling tour that allows guests to fly through the air between long stretches of forest and over tributaries of Lake Erie. Along with ziplines, the company offers small watercraft and bike rentals, along with a large "adventure" course that tests your agility and climbing skills. Although this execution was not chosen for the final identity, I really fell in love with the look and feel and deemed it portfolio-worthy. 

Big idea behind the mark

Geneva, Ohio is known as a charming lakeside town where locals and tourists alike share a penchant for adventure and imbibing in the local wine scene. This cozy town has a lot to offer, especially their amazing sunsets. After a deep exploration, they became the focus of my identity sketches. 

The symbolism behind the mark is an abstract representation of two main ideas. First, the lakeside sunset. Inside the execution I tried to encapsulate a top section of the sun setting, and a bottom of the glimmering waters of Lake Erie. 

Second, the nature of the lines within the mark is a more subtle representation of the zipline tour. Since you are zooming back and forth, up and down throughout the entirety of the ziplining tour. Coupled with their offerings of in-the-air (ziplining) and on-the-water (kayaking), this mark seemed to hit on a lot of ideas that I wanted to pack into this logo execution. 

Building the Mobile Experience

Part of the identity rebuild was an optimizing and rebuilding of their mobile website to create a one-of-a-kind experience. The original version had some really great aspects, and I saw this as an opportunity to improve the user experience. In order to resonate with the "Adventure Seekers" from our brand persona, the idea was to present the viewer with authentic imagery. Encompassing the overall experience helps to gives a realistic look into the escapism of the canopy tours. After setting up an observable expectation, my goal was to incorporate a simple review-and-book feature. This would allow visitors to see the extremely high rankings and empower them  to book their own tour, within a few clicks/swipes. The overall strategy was clean and simple design, showcasing the right information at the right time for this UI/UX design project.

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