Wayfinders Now
logo illustration
Wayfinders Now is a project by artists Esther and Michael striving to find their way in this world by “living small to gain abundance.” They share stories of sustaining a creative life on a 35’ sailboat, seeking zero-waste practices, learning to care for their home (their boat named Hope) and personal well-being, and deepening their relationship with local ecology.
The name Wayfinders Now is meaningful, drawing inspiration from Polynesian navigators—aka wayfinders—who sailed thousands of miles without navigational tools and instead paid close attention to nature by observing the stars, reading wind currents and ripples on the ocean surface to find their direction.
Naturally, early concepts of the logo design played with this imagery (see below). Ultimately, Esther and Michael were drawn to the relationship of the whale and boat with contrast in scale being an essential metaphor for their reverence of nature - the thrilling and humbling experience of being reminded of your place in an expansive ecosystem.
sneak peek at the process:
After deep listening and research for inspiration and contextual understanding, I began by scribbling many possible ideas.
Then, I tested those ideas by playing with color, shape, line, texture, lettering, and typography.