I was a co-founder of this initiative project, aiming to increase populatity of mountain hiking in Kazakhstan. As part of Alpine Service team I worked on every element of the project including brand identity, print materials, advertisement and website.
Inspired by stories about mountain climbers came the idea to resurrect long forgotten hiking routes from the 60s, across Alatau mountains, and bring them to the wider audiences as a new popular leasure time.
Hence the design and branding identity had to convey this feeling of robust, secure and quality service, and at the same time show that an adventure is just outside the doorstep. To put in simpler terms it had to be easy to use and pleasant to look at.