Arete are an outdoors education centre based in Caernarfon, north Wales.

They had recently taken complete ownership of the centre away from their local council and were looking to rebrand.

The region is full of similar companies and so it was important it stood out from its competitors and became the go-to place for outdoor adventures.

It was vital to create an identity that was bold and strong, to reflect the character of the business. The Welsh mountains are at the heart of the region and company and so trying to incorporate them into the logo was a necessity.

I looked at dissecting the ‘A’ from Arete, so that it reflected the brand and the mountains. The bold shape allows you to use it as a standalone image or as a graphic device to hold imagery. When placed over an image, the icon acts as a window to the great outdoors. Something I wanted to emphasise.

The identity was then rolled out across print and digital materials.


Art Direction

Arete breakdown-01

Once the brand was established, we were able to roll-out it out across various channels, from stationery to digital platforms. Creatively focusing on implementing our icon as the 'window' to the adventure that awaits.

Arete_Final Logos-01
Arete Business Cards
Arete website
Arete phone

Thank you to the wonderfully talented people at Unsplash for the photography. Especially Jordan Morris, Guillaume Briard, Jose Llamas, Drew Collins, Nathan Peterson and Clarisse Meyer.