White River Overland is a van and truck outfitter located in Aspen, Colorado. They have close ties to the area and asked us to help concept a name and brand creative to get them started. We landed on White River because it clearly had close connection to the Roaring Fork Valley, but also has a general outdoor/adventure feel that anyone in this space would assimilate with it.

We wanted to use the shape of national forest signs as a primary design element. It’s unique and an interesting tribute to the brand name. However, we wanted this inspiration to remain subtle and eventually a resemblance to the CO license plate evolved. Since overland travel is closely tied with roads, getting away and being self sufficient over long distances, we thought using a single element from the CO plate captured the brand’s essence well.