Project #1
Branding & Visual Identity
Company: Encore RV
Role: Marketing Director
When I started working at Encore, the company was still in its early stages. They already had a logo, and their color palette consisted of red and black. The primary font they used for marketing was a thick, bold sans-serif font called Days.
After discussing their branding goals, I recognized the need to emphasize both the high quality and toughness of their trailers, but also reach an audience looking for something different in the RV market. This product was distinct from a typical trailer, and we wanted to make sure that message came across clearly.
While highlighting the ruggedness, which red and black represented, I also wanted to capture the experience and lifestyle of camping—conveying a sense of fun, adventure, and freedom that comes with outdoor exploration. At the same time, given the high-quality build of the trailers, I aimed to add a touch of sophistication to elevate the brand's overall feel.
I incorporated light tan into the color palette. This earthy tone not only evokes nature and exploration but also softens the intensity of the red and black. Tans, alongside black, create a refined, balanced look that conveys both quality and rugged sophistication, aligning with the adventure-driven spirit of the trailers. A
Additionally, the inclusion of light gray adds a contemporary, modern touch, providing a clean and sophisticated balance to the overall design.
This color palette was applied across all printed marketing materials, brochures, and the website, ensuring a consistent and cohesive brand identity that blends strength with warmth.
In addition to the color palette, I carefully selected fonts to complement the original font, Days, that Encore had been using. Days is a very bold, strong font that reinforces the rugged, durable nature of the trailers, creating a tough, bold presence that aligns with the off-road capability and strength of the product.
To balance this, I introduced Josefin Sans for secondary headings, which adds a refined, modern touch while still evoking a sense of adventure, freedom, and exploration.
To ensure clarity and readability, Open Sans was incorporated for body text, balancing function with aesthetics. Both Josefin Sans and Open Sans are web-friendly fonts, optimized for legibility across digital platforms, ensuring a seamless experience on both desktop and mobile devices. Additionally, their use contributes to better SEO by improving page load speed and enhancing the user experience—key factors that influence search engine rankings.
This combination of fonts effectively communicates both the toughness of the trailers and the aspirational lifestyle they offer—rugged enough for the outdoors, yet designed for those who appreciate style and comfort on the road.
Paired with lifestyle imagery, the combination of the color palette, fonts, and design elements effectively conveys the brand's aesthetic and message. This cohesive design, when complemented by carefully selected images showcasing the trailers in real-world outdoor settings, brings the brand’s identity to life.
Branded Marketing Examples
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