Do More Than Explore

Rucksack is an upcoming web and mobile application for people who enjoy experiencing a nomadic lifestyle. The challenges that many of these people face include: looking for their next job, meal, and a bed to sleep in.

⭑ My role as the Lead Designer involved creating and maintaining the visual direction of the brand, from sketches to the typography, as well as color palette. I designed the iconography for both iOS and Android, and also created all of the brand guidelines and marketing collateral for social media. The goal was to create a visual identity that highlights these challenges by focusing on three things: community, outdoors, and location.

The Process

Rucksack aims to build a community that is solely focused on helping people find their way, and allows you to connect with people who are just like you. Generally, Rucksack could be described as a combination of Yelp and Airbnb, but for people who enjoy living and travelling via backpacking—always on the move and ready for their next adventure. The target audience is men and women, ages 18-25.

Our initial visual ideas revolved around mountain ranges, people, and social connections. Nomads spend most of their time outdoors, and we wanted to dial in on that nomad/nature connection. For inspiration, we gathered images of landscapes, forestry, and items that signify travel (ahem: rucksacks). How could we take this generic word, and create a brand? What would set it apart? How could we transform this into something that signifies a specialized service?



When reviewing our moodboard, the idea of "mountain people" arose. You might think of someone who is alone in the wilderness, isolated from society. Instead, I wanted to capture the idea that this nomadic lifestyle is not one of solitude, but one immersed in a deeply supportive community.


Two mountains side by side was where the idea began. To drive the community aspect further, why not make the mountains into people? As we moved from pen and paper into digital sketches, we explored multiple ways of forming a relationship between the elements. Below, I’ve shared the evolution of the variations we tested from start to finish.

Rucksack's wordmark consists of a bold, sans-serif typeface from the Bw Modelica family.  The Lowercase type portrays friendliness and familiarity.


We selected vibrant greens and dark blues to represent the two major characteristics of the planet we live on: land and sea.


We developed multiple options for product iconography for Android and iOS that respectively follow each operating system’s design language, and implemented user interface iconography throughout the application. As Rucksack nears launch, this icon library will continue to grow.


Social media marketing wasn’t forgotten. We created a mobile advertising campaign for sponsored posts on Instagram. A series of ads featuring Rucksack’s "Do more than explore" tagline – a reminder that no matter where you are on your journey, there’s a community supporting you.


Takeaways & Challenges

Special thanks to the design team that pulled through from all over the world remotely, including Sean Miller, Marlon Jones, and Adrien Zier. It was an honor to be assigned to lead and design with such a diverse group of people to share, conceptualize, and create the Rucksack brand.

One of the main challenges that the team faced was how exactly we could reflect the target audience through this identity. Creating an identity for nomads that reflected the value of community AND solo exploration was difficult. Designing the mark was the longest part of the whole process, because we (the team) all had a conflicting opinion at one point. Was it identifiable as a standalone mark? Did we accomplish the feeling of community? Would the outdoors community relate to the brand? These were all questions that came up during the process.

© 2020 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2020 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2020 Pedro Peguero Jr. All rights reserved.
Made with 
 on the go in New York.