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Etico
Made to roam
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Mews is a hospitality management platform built to transform how hotels and spaces operate. But as the category grew, so did the noise – with platforms blending into one another through similar claims, features and messaging. Mews needed a brand that could clearly articulate its impact, and reflect the scale, ambition and difference of its product. Challenge accepted.
Etico is an ethical footwear brand creating sustainably made casual shoes using responsibly sourced materials like wool and vegan leather. With every purchase supporting endangered species conservation efforts through the World Wildlife Fund, the brand needed an identity that could balance modern lifestyle appeal with environmental awareness. The challenge was creating a system that felt emotionally engaging and fashion-forward without resembling a nonprofit or relying on generic sustainability aesthetics.
The strategy centered around transforming awareness into a scalable visual language. Rather than overt environmental messaging, the brand uses symbolism, movement, and storytelling to create curiosity and emotional connection. The identity was built around themes of vision, observation, and protection, allowing Etico to communicate conservation efforts in a subtle, lifestyle-oriented way that could expand across footwear, apparel, packaging, and digital campaigns.
The Etico wordmark uses a customized lowercase logotype, where the negative space inside the “e” and the dot of the “i” form an eye shape. That eye extends into minimalist illustrations of endangered animals like polar bears, red pandas, marine iguanas, and more. Rounded edges throughout the illustrations mirror the curves of the wordmark, while biome-inspired colors like Rainforest Green, Glacier Blue, and Savanna Brown create a vibrant, cohesive visual system.
The identity system extends across packaging, footwear, social media, and campaign graphics. Shoe boxes feature repeating endangered animal illustrations wrapping around the packaging, turning every product into a storytelling surface. The minimalist animal system adapts across digital campaigns, printed materials, labels, and branded apparel while maintaining consistency through bold color pairings and the recurring eye motif. The result is a flexible brand world that feels collectible, immersive, and emotionally connected to wildlife conservation.
About Us
OVERLAND Design Company is a strategy and design studio based in Las Vegas.
We help brands navigate complex challenges through work that is strategically rigorous, emotionally resonant, and beautifully designed.
From large-scale rebrands to independent initiatives, our hard-working systems prove that craft and scale can coexist.
OVERLAND Design Company is a strategy and design studio based in Las Vegas. We help brands navigate complex challenges through work that is strategically rigorous, emotionally resonant, and beautifully designed. From large-scale rebrands to independent initiatives, our hard-working systems prove that craft and scale can coexist.
Work that helps brands show up and stand proud
Etico
Made to Roam
Etico is an ethical footwear brand creating sustainably made casual shoes using responsibly sourced materials like wool and vegan leather. With every purchase supporting endangered species conservation efforts through the World Wildlife Fund, the brand needed an identity that could balance modern lifestyle appeal with environmental awareness. The challenge was creating a system that felt emotionally engaging and fashion-forward without resembling a nonprofit or relying on generic sustainability aesthetics.
The strategy centered around transforming awareness into a scalable visual language. Rather than overt environmental messaging, the brand uses symbolism, movement, and storytelling to create curiosity and emotional connection. The identity was built around themes of vision, observation, and protection, allowing Etico to communicate conservation efforts in a subtle, lifestyle-oriented way that could expand across footwear, apparel, packaging, and digital campaigns.
The Etico wordmark uses a customized lowercase logotype, where the negative space inside the “e” and the dot of the “i” form an eye shape. That eye extends into minimalist illustrations of endangered animals like polar bears, red pandas, marine iguanas, and more. Rounded edges throughout the illustrations mirror the curves of the wordmark, while biome-inspired colors like Rainforest Green, Glacier Blue, and Savanna Brown create a vibrant, cohesive visual system.
The identity system extends across packaging, footwear, social media, and campaign graphics. Shoe boxes feature repeating endangered animal illustrations wrapping around the packaging, turning every product into a storytelling surface. The minimalist animal system adapts across digital campaigns, printed materials, labels, and branded apparel while maintaining consistency through bold color pairings and the recurring eye motif. The result is a flexible brand world that feels collectible, immersive, and emotionally connected to wildlife conservation.
Etico
Made to roam
Etico is an ethical footwear brand creating sustainably made casual shoes using responsibly sourced materials like wool and vegan leather. With every purchase supporting endangered species conservation efforts through the World Wildlife Fund, the brand needed an identity that could balance modern lifestyle appeal with environmental awareness. The challenge was creating a system that felt emotionally engaging and fashion-forward without resembling a nonprofit or relying on generic sustainability aesthetics.
The strategy centered around transforming awareness into a scalable visual language. Rather than overt environmental messaging, the brand uses symbolism, movement, and storytelling to create curiosity and emotional connection. The identity was built around themes of vision, observation, and protection, allowing Etico to communicate conservation efforts in a subtle, lifestyle-oriented way that could expand across footwear, apparel, packaging, and digital campaigns
The Etico wordmark uses a customized lowercase logotype, where the negative space inside the “e” and the dot of the “i” form an eye shape. That eye extends into minimalist illustrations of endangered animals like polar bears, red pandas, marine iguanas, and more. Rounded edges throughout the illustrations mirror the curves of the wordmark, while biome-inspired colors like Rainforest Green, Glacier Blue, and Savanna Brown create a vibrant, cohesive visual system.
The identity system extends across packaging, footwear, social media, and campaign graphics. Shoe boxes feature repeating endangered animal illustrations wrapping around the packaging, turning every product into a storytelling surface. The minimalist animal system adapts across digital campaigns, printed materials, labels, and branded apparel while maintaining consistency through bold color pairings and the recurring eye motif. The result is a flexible brand world that feels collectible, immersive, and emotionally connected to wildlife conservation.