Roam On
Roam On is a brand I developed as part of my thesis project, focused on making vanlife more accessible and sustainable for those looking to hit the road. I crafted the visual identity from the ground up, starting with in-depth research on the vanlife community and the spirit of adventure that fuels it. Inspired by the grit of the open road and the freedom of exploration, I designed a bold, rugged wordmark that balances structure with movement. Every design choice—from typography to texture—reflects the journey, resilience, and endless possibilities of life on the road.
My moodboard for Roam On draws inspiration from the free-spirited vanlifers of the 1970s, especially those who painted their Volkswagen buses as a form of self-expression. The bold, organic lettering of the era influenced the brand’s typography, blending nostalgia with a sense of adventure to create a timeless visual identity.
My thesis originally began with the name "Ready to Roam," and I kicked off the identity process by designing a free-flowing, beautiful wordmark that captured the essence of adventure and freedom.
From there, I created 22 different "Roam On" logos, each hand-drawn and crafted into unique shapes inspired by the original "Ready to Roam" logo. The idea behind these variations was to create a flexible, interchangeable set of logos that could adapt to different sizes and spaces, reflecting the ever-changing nature of vanlife itself. These logos were designed to embody the dynamic and customizable aspects of the lifestyle, while maintaining a cohesive visual identity.
I then designed four distinct logo options to explore different directions for the brand’s identity. Each logo was crafted to highlight unique aspects of adventure and vanlife. These options allowed me to see how different visual approaches could resonate with the essence of vanlife and its diverse audience. I ultimately chose one direction that I thought balanced simplicity and versatility, capturing the spirit of exploration while remaining adaptable for various applications
Original Font is Tay Bone Quixote By Taylor Penton
I created three secondary or tertiary logo options to provide flexibility when a very small logo is required. These simplified versions retain the core identity of the brand while ensuring legibility and impact, even at reduced sizes.
My color palette and typography choices were carefully crafted with my target audience in mind—people who are passionate about the outdoors, vanlife, adventure, and travel. I selected earthy, muted tones that evoke a sense of nostalgia and connection to nature, aiming for a vintage, old-school vibe that feels timeless and welcoming. The typography was chosen for its balance of readability and personality, with a slightly retro touch that complements the overall aesthetic without being too bright or overwhelming. The goal was to create an identity that resonates with those seeking adventure while maintaining a relaxed, grounded feel.
I created a unique pattern using the long "O" from the logo, transforming it into a versatile container for images and other visual elements. The images themselves were carefully selected and edited to evoke a vintage feel, complementing the overall nostalgic aesthetic of the brand and reinforcing the sense of timeless adventure.
Our merchandise seamlessly blends the spirit of vanlife with the brand’s identity, offering products that vanlifers would proudly wear or use on their journey. Each item is designed to evoke the freedom, adventure, and community that define the vanlife lifestyle, making it something every traveler can connect with and enjoy.
