The challenge
Our client already had an established business based around the teaching of ancient tradition and wisdoms, including classes, as well as experiences, that took the student into the wilderness for lessons on tracking and survival. This was to be a renaming project, since the original name for the client’s enterprise was not working effectively.

The client wanted his new identity to captivate the senses, tell an engaging story, and pay homage to the rich cultural practices and rituals he was honoring with his work. Since he would be working internationally, the name and brand would have to appeal to potential students all over the world.

The resolution
Beginning this project, we knew we had to paint a picture with words. We felt the best way to do that would be to combine just the right adjective with a term that encompassed the scope of this man’s vision. After considering several concepts descriptive of tradition and teachings, we arrived at lore, an appealing one-syllable word that encapsulates all we wanted to say in suggesting themes of wisdom, tradition, teachings, knowledge and experience. We then needed a unique adjective that would span the timeline between past and present. Wild fulfilled that need, giving us WildLore, a created name that seems as though is has always existed.

Taglines offer the opportunity to further describe a business purpose or philosophy, and here the tagline Knowing is in the doing effectively conveys that this enterprise offers experiences. Completing the brand, the logo delivers visuals that provide an appealing sense of ancient and contemporary through warm colors, a free-form font and timeless figures.

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