Maine the Way
A brand refresh that gave a Maine lifestyle publication the foundation to grow into subscriptions, merchandise and print.
Maine the Way is a regional publication that tells the stories of Maine's people, places, food and outdoors across social, digital and print, with an audience that trusts it for depth. After a decade of strong editorial work, it planned a subscription program, merchandise, partnerships and a return to print. Its logo and visual language weren't ready to support that growth.
Our Vernacular team led a brand session to put the team's instincts into words. Positioning work surfaced three possible directions, and the team chose sense of place as the idea broad enough to hold everything it does now and plans next.
The refreshed identity kept what already worked, including clean design, generous white space and strong photography, and added heritage-inspired illustration and a palette of forest greens, ocean blues and coastal light. Logo concepts drew on wind, water and land. The system now works on a magazine spine, a hat and an Instagram grid alike.
Have a project in mind?
Tell us where you want to go. We will help you get there.