The Logos
Our first step in the design process was a collaborative brainstorming session. We pulled out a white board, asked a lot of questions, and guided the conversation toward a unified creative vision for the new trail logos. Our design goals were clear from the beginning: clean, approachable, young, energetic, commanding, and recognizable. From this meeting, we built out our design brief to guide our creative process and hold us accountable to our objectives. Our next step was facilitating a design competition through 99 Designs, a platform where designers from all over the world submit ideas and designs for a winner's pot. We chose this option as a productive way to get the most variety of designers and options as possible. We loved facilitating this process and guiding the revision and editing process until we landed on a satisfyingly striking result. The Little Sugar logo was especially free-flowing, a direct representation of the river and the trails in that system. And the Back 40 was more forward and commanding, an accurate reflection of the adventurous up and down trail-riding experience through the woods.
Photography
In addition to logo design, our team helped capture photos for many of their city departments. We staged early morning photo shoots and captured police cars, firetrucks, mountain bikes and dump trucks - a wide variety of shots that reflect the hard-working team at City of Bella Vista. Two of our favorite shots included capturing "Huk" the German Shephard next to his decal on the police car and hiking into the woods to capture Sugar Creek - central natural element that inspired the Little Sugar trail system.
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