Marcus Shoffner
Role
Creative Director
Studio
Pioneer
Services
Brand Identity
Web Design
Pitch Design
Collaborators
Lia Monday
Sean Fox
Abel Idume
After working with Marcus Shoffner on The Outdoor Inclusion Coalition, it was no surprise when he approached Pioneer to pursue a personal brand and digital identity—quite literally gaining new ground. As Creative Director, I translated his achievements as a climber, explorer, guide, alpine skier, and speaker into a visual and digital identity system that reflects his pursuit of new horizons.
The Brand Concept
Upon meeting Marcus you’ll be left with an impression of his bright resolve and steady disposition. When he’s not on an expedition of extreme feat, he can be found scaling city walls with clips, carabiners, and fellow enthusiasts. With this in mind, we created a color palette of vibrant oranges, steely blues, and urban neutrals. The mark itself is designed to showcase his trailblazing persona in combination with his initials (MS).
Visual Language
We continued to carry the theme of tracking Shoffner’s route to new heights through his website visuals and animations. Marcus credits much of his success to the strength of his support system, so we also provided features for contributing sponsors and upcoming partnership opportunities.