Sam Riley Design

Yarrow

Montana State University Capstone Project

How can outdoor activities, that are male dominated, become more accessible and less daunting to women in the Pacific Northwest?

By creating safe, welcoming, and supportive environments, traditionally male-dominated outdoor activities can become more accessible and less intimidating to women. Yarrow addresses this challenge through a women-focused outdoor collective offering guided treks, beginner-friendly classes, and opportunities for community building throughout the Pacific Northwest. By encouraging women to learn, explore, and connect with one another, Yarrow aims to break down barriers to participation and empower more women to confidently pursue outdoor adventures.

Brand Identity

Yarrow’s brand identity was designed to challenge traditional perceptions of women in the outdoors, balancing femininity with strength, confidence, and adventure. Through a cohesive visual language, the brand creates a welcoming and empowering presence in a traditionally male-dominated industry. The identity reflects Yarrow’s mission to foster community, encourage exploration, and help women feel that they belong in outdoor spaces.

Typefaces

Color Palette

Logo

The Yarrow logo combines elements of nature and typography to reflect the collective’s connection to the outdoors. The mountain peaks represent the Cascade Range of the Pacific Northwest, while the “Y” monogram draws inspiration from the branching stems of the yarrow plant. Paired with the bold, geometric typeface Akira Expanded, the logo creates a strong and recognizable identity.

Website

The Yarrow website was designed to make discovering and participating in outdoor activities approachable, exciting, and accessible. Through bold typography, vibrant colors, layered textures, and playful graphic elements, the design challenges the traditional aesthetic of the outdoor industry. The platform brings together guided adventures, skill-building classes, and community stories, allowing women to explore opportunities, build confidence, and connect with others who share their passion for the outdoors.