Badlands Bootcamp

Unearthing a sense of self in the Canadian Badlands

Badlands Bootcamp is a corporate retreat based in Drumheller, in Canada’s Alberta Badlands. Set within this dramatic landscape, it combines physical challenges with mental and emotional exploration, taking teams outdoors to discover more about themselves, each other and the world around them.

The experience takes team building into more personal territory. A series of tasks encourages participants to question familiar ways of thinking, consider different perspectives and develop a deeper connection with their surroundings and the people they share the experience with.

The ‘Unearth Self’ strapline brings these ideas together, drawing a parallel between the layered landscape and our own inner workings.

What We Did

Brand Identity

Art Direction

Industry

Client

Badlands Bootcamp

Project

Badlands Bootcamp

We combined geometric design principles, AI-assisted coding and iterative development to build a bespoke interactive tool for the identity. Working across several AI tools, we translated rules based on circles, tangents and proportional relationships into a system for creating and refining shapes.

This became the foundation for the logo, rune set and supporting graphic patterns. Each form shares a common proportion and rhythm, while the tool gave us the freedom to explore, adjust and curate a distinctive visual language.

The forms, colour palette, bold typography and photography evoke the rugged but beautiful landscape surrounding Drumheller.

Each rune represents an aspect of the self, from self-awareness and empathy to curiosity and resilience, and marks a distinct stage in the development programme. Participants collect the runes as they complete each stage, building a personal set of symbols that reflects their progress through the experience.