How Collective Ray & AllTrails fused technology with outdoor adventures

Our Mission

When AllTrails approahced us, they were looking for help redesigning and pushing their product forward. Naturally, we couldn’t resist the opportunity to change the way people track their outdoor adventures.

The Foundation

We kicked off the engagement with sketches of UI improvements and a moodboard to quickly set the tone of the application. After plenty of iteration, sticking with what worked and throwing out what didnt, we were able to outline clear goals with detailed plans of how to acheive them.


As we translated our ideas from paper to wireframes, we got the opportunity to see which solutions worked and which didn't. We refrained from focusing too much on this like iconography, which could potentially distract us from our product goals—our imaginations would have full opportunity to roam later.

Visual Direction Concepts

AllTrails is a product for navigating and tracking your adventures in the great outdoors. So when we concepted a visual direction, we opted for earthy tones, textures, and styles with an outdoors-y feel. We wanted the product to feel at home in an adventurer's toolkit.

We finally got a chance to create the iconography, which covers many activity types and actions in a clear and friendly manner.

Similarly to the colors and textures, we wanted to choose a font that was both extremely legible and carried the rugged, professional outdoor-tool kind of feel we wanted to achieve.

The Final Designs

After quite a bit of hard work (and iteration), we created a new version of AllTrails that was immediately received well by old and new users alike.

We helped AllTrails – what can we do for you?

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