Kestrel Outdoor Co.

Kestrel sells gear, rents gear, and runs guided weekends. All three ran under the same faded mark, and customers who came in for a rental had no idea the trips existed. The site buried the trips three clicks down, under a menu item called More.

We split the business into three named lines under one parent mark, so a rental customer sees the trips without being sold to. Each line gets its own color band and its own landing page, sharing type and layout so the parent brand stays obvious. Trip pages carry dates, difficulty, what is included and one honest paragraph about the weather.

The three lines finally read as one company with three doors. Trips have their own pages that can be shared as a link, which is how most of them are now booked, and the shop can add a new departure without touching the design.