I created this visual brand from scratch, working with Wild Feelings founder, Megan Saxelby, to identify the brand values that would inform the visual language. We leveraged the language of field guides as a framework for verbal metaphors, and illustrated emotional landscapes abstract enough to be inclusive while being recognizable enough to be relatable. Friendly blobs are a repeated theme throughout this brand; they serve as a visualization of emotions, become landscape elements, and speech and thought bubbles for characters.