VIEWFINDER
About
Viewfinder is a social club specifically for photographers who enjoy a good climb. While the category of nature photography may not be well received by the general public, enthusiasts can always find comradery in their own ranks.
This club was intended to start a few years ago but was limited to a small ground of like-minded individuals. The hope is that the next few years will see more public appearance.
Branding
Viewfinders doesn't address a new idea, which has been around since the camera was portable; as such, I created the brand around it to feel like it had been around longer than in reality. I used a classic badge logo design and roughed up the edges, but tied in some modern minimalism with the mountain outlines and font choices.
I borrowed some of the ideas for color palette from 1960's outdoorsman style advertisements. As the club develops into a public collective, the brand will take on a more defined voice.
