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U.S. National Whitewater Center / Brand identity

A sense of
adventure.

An outdoor identity that moves from the trail to events, apparel, and everyday life.

My contribution: Brand identity design
Scope: Outdoor brand identity

Cyclists beneath a large Whitewater-branded finish banner — At the finish line

The identity

Built for the outdoors.

A brand identity for the U.S. National Whitewater Center, developed as the new destination was taking shape.

The identity

Whitewater symbol in white across black, red and blue backgrounds — A flexible mark

People and place

A mark in motion.

The identity becomes part of the experience through apparel, activities, event signage, and the spaces people move through.

Whitewater-branded caps on display — A brand to wear

Whitewater apparel and merchandise in a retail setting — Apparel and retail

Kayakers using the whitewater course — On the water

A rafting group in the Whitewater Center rapids — Shared adventure

Swimmers and kayakers taking part in an outdoor water activity — Open-water activity

A child wearing a helmet during a climbing activity in the woods — Above the ground

Whitewater flags and branded equipment beside a swimming activity — At the water’s edge

Whitewater symbol on an outdoor climbing wall — On the climbing wall

Everyday expressions

Part of the place.

The same mark carries into small, memorable details: gift cards, games, seasonal moments, and a drink after the adventure.

Dog posed in front of a Whitewater-branded photo backdrop — A place in the picture

Whitewater-branded gift cards — In someone’s pocket

Whitewater symbol on a cornhole board beside the rapids — In the games people play

A pumpkin carved with the Whitewater symbol — Seasonal expression

A holiday costume with the Whitewater symbol on its back — A holiday expression

An outdoor audience watching a screen at dusk — After the adventure

Big Creek Lodge entrance sign in a wooded setting — A sense of place

A Whitewater-branded cup held above the outdoor center — An everyday reminder

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