Project Summary

Ursi was a project developed for an outdoor gear company. I created the entire business concept and brand. The name "Ursi" comes from the Latin word for bear. The logo is a custom wordmark designed to convey strength and durability. A claw shape is used as negative space to construct the letters piece by piece, resulting in a highly unique design. Client personas were created to gain a deep understanding of the brand's target audience. Every design decision was made with this audience in mind.