Outdoor base for adventurous spirits

Julijana Agency is a outdoor base for active people seeking an inclusive outdoor community. The owners wanted to create a fun and authentic brand identity that would express their passion for the wild outdoors and highlight their commitment to inclusivity. Their goal was to position themselves as a leading outdoor community brand in their region, offering a space that serves not only as a starting point for adventures but also as a café, a place to rest, educate, and engage with the community.

We began with a brand discovery workshop, which is a crucial step in our design process. Through this workshop, we helped the client define what they are more clearly. They wanted to capture the adventurous spirit of the outdoors while maintaining a sense of community and inclusivity. Inspired by the marking boards commonly found across Triglav National Park, we explored how their stacked boxed warning icons, could inspire the visual system. This approach allowed us to connect the brand's visual identity directly to the outdoor environment that Julijana Agency embodies. We also saw an opportunity to enhance the identity with custom hand-drawn illustrations and icons, which would bring a personal and witty touch, resonating with the community and the emotions tied to outdoor adventures.

The final brand identity uses the concept of boxed icons and adjustable boxes as its core design principle, stacking them in layouts that reflect the clear, organised communication style seen on marking boards in national parks. We created custom icons and illustrations, used not only as a visual storytelling tool but also as functional elements, such as wayfinding signs, activity icons and cookies on the website. The hand-drawn illustrations capture an authentic, playful tone, adding a layer of wit that reflects the unpredictable and exciting nature of outdoor adventures. To further energize the brand and introduce a bold, sporty feel, we developed a bright and distinct colour palette inspired by climbing and mountaineering equipment. The typography reinforces this sense of adventure, with bold headlines referencing classic outdoor magazines, while the sub-headlines add warmth and organic texture, mirroring the agency’s own authenticity. This flexible identity system positions Julijana Agency as both a community hub and a gateway to outdoor exploration, with room to grow alongside the brand’s evolving needs.