Alaska Wild Lights
Alaska Wild Lights
Tourism Logo, Brand Identity & Visual System
Alaska Wild Lights is a tourism company offering immersive experiences across Alaska—from northern lights tours and hot springs to Arctic Circle adventures outside of Fairbanks.
The goal was to create a brand identity that captures the awe of Alaska’s landscapes while appealing to a younger, experience-driven audience.
Project Overview
This project focused on building a modern, flexible brand system designed for digital platforms and social sharing.
The identity needed to balance clarity and professionalism with a sense of adventure—positioning Alaska Wild Lights as both trustworthy and visually compelling for millennial and Gen Z travelers.
Design Approach:
The brand draws directly from the colors and atmosphere of Alaska throughout the year—ranging from glacial blues and deep night skies to aurora greens and alpenglow pinks and purples.
The logo features a mountain landscape in negative space, paired with a sweeping aurora form across the sky. Subtle celestial elements—including the North Star and the Big Dipper—add meaning and reinforce the northern lights experience.
Visually, the system leans into an “outdoor sticker” lifestyle aesthetic—clean, bold, and highly shareable. Polaroid-style frames were incorporated to showcase photography across the website and social platforms, creating a sense of captured moments and real experiences.
Illustrative elements are used sparingly to enhance the system without overwhelming it, maintaining a balance between modern design and expressive storytelling.
services:
Logo design and brand mark
Color palette inspired by Alaska’s seasonal landscapes
Typography system
Visual identity for web and social media
Branded content direction (photo framing, layout system)
Custom branded patterns of stars and northern lights auroras
Results / Impact
The final brand identity:
Captures the full range of Alaska’s landscapes and experiences
Appeals to a younger, travel-driven audience
Creates a strong, recognizable presence across digital platforms
Encourages social sharing through photo-driven design elements
Positions the company as both adventurous and professional
Building a travel or outdoor brand?
I design brand identities that capture experience, tell a story, and translate seamlessly across digital platforms—helping you attract the right audience and stand out in a competitive market.