ATALAYA OUTFITTERS
ABOUT THE BUSINESS:
Atalaya Outfitters is an outdoor gear consignment store based in Santa Fe, New Mexico. Outdoor enthusiast and owner, Kristin, moved to Santa Fe and noticed the lack of outdoor gear shops for the highly underrated outdoor recreation scene in the area. In turn, she decided to launch Atalaya Outfitters, which is named after her favorite peak in the Santa Fe area. She wants to encourage people to ‘upcycle’ their gently-used outdoor gear – tents, boots, hiking poles, snow shoes, etc – to bring them new life through a new eager owner.
ABOUT THE BRANDING:
The logo has a classic outdoor brand feel, elevated by unique elements such as the tent and sun symbols mimicking the AO of Atalaya Outfitters. The colors – cactus green and forest green – are pulled from the nature surrounding the Santa Fe area, shying away from the sometimes overused Southwest desert color scheme. The branding style is versatile for applications such as patches, stickers, hats and other merchandise.
The custom AO bandana design includes sketched symbols of outdoor items that might be sold at Atalaya Outfitters and things found in nature in the Santa Fe area. The topographic lines are traced from a map of Atalaya Mountain in Santa Fe, the business’s namesake. The AO submark in the middle of the bandana marks the peak of the mountain.
BRAND PERSONALITYadventurous
collaborative
passionate
casual
“As a woman starting a small business, it was important to me to work with another female entrepreneur. I reached out to Lisa for help with my logo design and overall brand aesthetic. During our first consultation, she was supportive, enthusiastic about my plans, inquisitive, and easy to talk to. When Lisa sent over her initial ideas, I was floored. She had perfectly captured the essence of my business! I am so excited to have a logo that I love and branding materials that are perfectly packaged for working with vendors. I highly recommend Lisa and Rockfish Design Studio.”
– Kristin Pulatie - Owner, Atalaya Outfitters