ELK Backpacks
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ELK Backpacks was established in 2017 by Edgar, Levon, and Kyle. They noticed there was a lack of stylish, water proof, and affordable backpacks that everyone can use. Focused on water, they decided to donate 10% of their proceeds to generosity.org, an organization that focuses on providing clean water for drinking and sanitation needs. As a new startup business, they were in need of a design direction to build their brand and get their name out there. I was brought onto the team as the Lead Designer.
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As a graphic designer, I wanted to learn more about the role of design in business strategies, so I could best apply those practices to ELK Backpacks. I began researching and learning about marketing strategies to get an understanding of how I can utilize my design skills to help the business. Through communication with Edgar, Levon, and Kyle, I was able to determine how they wanted to be perceived by their audience, their mission as a company, and what they value. Using those things I was able to translate them into a visual brand and along the way gain valuable experience growing a business.
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Using what I gained through communication with the company and articles I read about marketing strategies, I developed a visual brand that is representative of ELK Backpacks. They wanted a simple and clean look and feel that catered towards young people who enjoy traveling and trying new things. As an extension of their brand, I developed their website, postcards for supporters, and stickers. I have been developing the ELK brand guidelines to help with consistency throughout the company’s multiple touchpoints.
Branding, Logo Design, Business Strategy, Interaction Design
The Vision
ELK Backpacks began with a vision to create a casual, stylish backpack that people can take anywhere they desire to go, no matter the weather. Kyle, Edgar, and Levon decided to start a business by pitching their idea on Kickstarter to raise money for their first shipment. Once they earned the money they purchased their first order of bags and began selling them on Amazon. Wanting to give back, they donate 10% of their proceeds each year to generosity.org.
ELK Brand
ELK Backpacks are designed to protect your stuff from unpredictable weather, as well as, protect against thieves with the anti-theft pocket. Their slogan "We've got your back" speaks to their desire to provide this protection. The team wanted to convey the idea of a stylish bag that you can take anywhere and do anything with. I created the ELK logo and brand to be simple and straightforward, using natural imagery and colors to highlight the places the bags could go along with the weather they can endure.
Website
Staying true to the ELK brand, I designed the website (elkbackpacks.com) to be simple and easy to use, highlighting the different protective features of the bags through various demonstration videos and images. Visitors are able to easily access the shop where they can purchase the bags or learn more about the company, how it began, and what they stand for in the about page.
Social Media
The ELK Backpacks Instagram page is more active than their website, as they post frequently with updates, advertisements, and incentives to purchase a bag. Their Instagram is more transparent in that they involve viewers with the progress of their business, for example, giving them opportunities to vote on the next color of bags to be ordered. The goal of the ELK brand is to extend beyond just a logo identity. Our goal is to show people ELK backpacks are reliable and can go with you anywhere.
