The Art of Adventure is a refined, story-driven tourism brand that celebrates the craft of exploration—where outdoor discovery and cultural expression come together to create deeply personal travel experiences. This brand lives at the intersection of culture & creativity, outdoor exploration, and personal discovery.

We elevated Cedar City’s brand to showcase quiet, thoughtful moments in nature and engaging art and cultural events at the city’s heart. The friendly sans-serif and the quirky “ADVENTURE” font create contrast and invite viewers to embark on a new adventure, whatever that may be. We added bright and fun colors, including pink, purple, and yellow, to complement the existing strong green and red. Simple vector shapes let the photography shine.

Creative Director: Frank Imler
Sr. Designer: Brigette Eagar