Explore ASCENT’s branding by Jihwan Jeon, blending Arc’teryx’s performance-driven visual identity with luxury hospitality design.

ASCENT is a conceptual rebranding project crafted by Jihwan Jeon that reimagines Arc’teryx—renowned for its high-performance outdoor gear—as a luxury hospitality experience. Set against the dramatic landscapes of North Vancouver, ASCENT combines the spirit of adventure with the elegance of design, offering a retreat for those who appreciate both nature and modern sophistication.

At the core of ASCENT’s branding is a seamless extension of Arc’teryx’s ethos of resilience, innovation, and craftsmanship. The visual identity employs clean, structured typography inspired by natural topographies, paired with earthy tones that reflect the serenity of the mountainous surroundings. This minimalist approach anchors the brand while maintaining a sense of refinement.

The project goes beyond aesthetics, incorporating a complete identity system. This includes marketing materials, environmental graphics, and wayfinding signage, all designed to guide guests through an immersive experience without detracting from the natural beauty around them.

From Print to Physical Space

ASCENT’s print materials, such as custom postcards and brochures, embody the rugged yet elegant aesthetic of the retreat. Striking photography and understated layouts emphasize its focus on immersion in nature. The wayfinding graphics integrate effortlessly into the environment, utilizing natural materials and clean lines to maintain harmony with the outdoor setting.

An Immersive Guest Experience

The vision for ASCENT extends beyond branding into hospitality. Every detail is curated to connect visitors with their surroundings. From detailed itineraries for outdoor excursions to luxurious accommodations, the experience blends functionality with indulgence. It’s a seamless merger of Arc’teryx’s performance-driven philosophy with the comforts of a high-end retreat.

This project pays homage to Arc’teryx’s roots, transforming its commitment to innovation and durability into a hospitality framework. ASCENT exemplifies how a brand can evolve into new industries without losing its identity, making it a blueprint for future lifestyle expansions.

For designers, ASCENT demonstrates the potential of branding and visual identity to transcend industries. It serves as a masterclass in blending functionality with aesthetics, ensuring a cohesive identity that speaks to its audience.

For more on this project, visit Jihwan Jeon’s portfolio.

Branding and visual identity artifact