Tepui Tents
Tepui Tents
project overview
project overview
Tepui was one of the early brands to help define the rooftop tent movement in North America, bringing a stronger sense of adventure, exploration, and overland culture into the outdoor market. The work focused on helping evolve the brand through strategy support, visual direction, and creative development during a key period of growth. I helped support the brand platform, visual character, moodboards, identity development, and brand guidelines while also assisting the creative team with launch assets across print and digital. The goal was to build a cohesive system that balanced rugged utility with an aspirational outdoor lifestyle, helping position Tepui as a category leader before its acquisition by Thule Group.
Tepui was one of the early brands to help define the rooftop tent movement in North America, bringing a stronger sense of adventure, exploration, and overland culture into the outdoor market. The work focused on helping evolve the brand through strategy support, visual direction, and creative development during a key period of growth. I helped support the brand platform, visual character, moodboards, identity development, and brand guidelines while also assisting the creative team with launch assets across print and digital. The goal was to build a cohesive system that balanced rugged utility with an aspirational outdoor lifestyle, helping position Tepui as a category leader before its acquisition by Thule Group.
Year
2018
Re-Brand
Re-Brand
My role
Art Director & Brand Designer
Client
Tepui Tents
Agency
Nemo Design
Team
Mike Schwoebel / Creative Direction
Ryan Davis / Art Direction / Brand Design
Natalie Waldref / Brand Design
Jen Sherowski / Copy + Strategy
Jen Burton / Strategy Lead
Halley Theodore / Strategy
Jon Stierwalt / Account Director
I helped the strategy team shape the brand platform, visual character, and moodboards that defined the early direction of Tepui. I also helped lead the creative team with development of the brand dev through logo refinement, identity systems, brand guidelines, and launch assets across print and digital. The work focused on building a cohesive visual language that balanced rugged utility with aspirational outdoor culture, helping establish Tepui as an early leader in the rooftop tent and overland space.
See the project live.
Year
2018
Project type
Re-Brand
My role
Art Director & Brand Designer
Client
Tepui Tents
Agency
Nemo Design
Team
Mike Schwoebel / Creative Direction
Ryan Davis / Art Direction / Brand Design
Natalie Waldref / Brand Design
Jen Sherowski / Copy + Strategy
Jen Burton / Strategy Lead
Halley Theodore / Strategy
Jon Stierwalt / Account Director
I helped the strategy team shape the brand platform, visual character, and moodboards that defined the early direction of Tepui. I also helped lead the creative team with development of the brand dev through logo refinement, identity systems, brand guidelines, and launch assets across print and digital. The work focused on building a cohesive visual language that balanced rugged utility with aspirational outdoor culture, helping establish Tepui as an early leader in the rooftop tent and overland space.
See the project live.
other projects
Team
Mike Schwoebel / Creative Direction
Ryan Davis / Art Direction / Brand Design
Natalie Waldref / Brand Design
Jen Sherowski / Copy + Strategy
Jen Burton / Strategy Lead
Halley Theodore / Strategy
Jon Stierwalt / Account Director
I helped the strategy team shape the brand platform, visual character, and moodboards that defined the early direction of Tepui. I also helped lead the creative team with development of the brand dev through logo refinement, identity systems, brand guidelines, and launch assets across print and digital. The work focused on building a cohesive visual language that balanced rugged utility with aspirational outdoor culture, helping establish Tepui as an early leader in the rooftop tent and overland space.
See the project live.