Tai Bet Kur

Logo, Brand Identity, Print

Vytas was a team lead of mine at a previous company. He knew how much I cared about design, and at some point he reached out about his project, Tai Bet Kur.

I had already heard about it. It was just getting started. But instead of jumping straight into design, I wanted to understand it properly. So I went on a hike with him.

I learned how to make a fire, how to keep going when you think you’re done, and how much of the experience comes from the person leading it. Vytas has a way of pushing you just enough while still making it fun.

During the hike, I was already thinking. Taking photos, making notes, trying to figure out what this could look like visually.

There are a lot of obvious directions when it comes to hiking, but I wanted something that felt more specific to his approach. I ended up with a wordmark and a symbol beneath it. The sharp form hints at difficulty, but also elevation. The idea that these hikes might be tough, but they take you somewhere.

That same language carried across the identity, from social media to business cards and even notebooks.