2025
Tails on Trails
Branding | Wayfinding | Enviromental Design
Adobe Illustrator & Photoshop, Procreate
Turning the everyday dog walk into an adventure
01 / BRIEF
Create an environmental branding system for a dog-walking experience that guides owners and their dogs through Bloomington.
The goal was to create a visual system that makes exploring the community feel intentional, engaging, and memorable.
02 / PROBLEM
How can environmental design transform an everyday dog walk into an experience?
The challenge was to create a cohesive wayfinding system that encourages young, active dog owners to slow down, explore Bloomington, and enjoy the journey together.
03 / INSIGHT
A daily walk can become an adventure when thoughtful design transforms familiar places into memorable destinations.
Rather than treating the walk as simply a way to get from one place to another, the experience could encourage people to discover their surroundings and create positive associations with the community.
04 / DESIGN INTENT
Develop a playful visual identity that brings energy and personality to the walking experience.
I chose expressive typography, vibrant colors, organic shapes, and hand-drawn illustrations to make walking feel playful rather than purely directional. The informal visual language gives the route personality and creates moments of discovery that encourage people to slow down, explore, and engage with their surroundings.
05 / OUTCOME
The result is a flexible environmental branding system designed to make exploration feel playful, approachable, and connected.
The identity works across physical and printed touchpoints, creating a consistent visual language that guides users while reinforcing the adventurous personality of Tails on Trails.
