MINNEAPOLIS - eTradeWire -- When Overland Nomadic, a Nevada-based startup designing premium accessories for electric vehicles, set out to build their brand, they had more than just a logo in mind. Founder and engineer Salomon Hafer wanted a visual identity that could evolve alongside the business. That vision became reality through a close collaboration with brand designer Sonja Epple, based in Minneapolis.

Since early 2025, Epple and Hafer have worked together to develop a brand system that extends far beyond a static mark. At the heart of the identity is a rugged mountain silhouette — a reference to the Sierra Nevada range just beyond Reno, where the company is headquartered. But this line isn't just symbolic, it's built to move. The mountain shape was designed to adapt across contexts: stretched out for vehicle graphics, compressed for packaging, and layered into branded materials and social media content.

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This flexibility was intentional from day one. "More and more, branding isn't about having one fixed logo. It's about having a visual system that can adapt across platforms and product formats," explains Epple. "For a company like Overland Nomadic, whose gear shows up on car exteriors, hats, business cards, and online, adaptability isn't optional, it's essential."

The extended brand system includes a bold mountain and compass needle logo, a modular brand pattern, custom typography pairings, and a digital storefront. The linework from the original logo now runs as a visual thread across the company's identity. It creates a consistent, recognizable look while allowing room for variation and growth.

As more product-based businesses look to scale, Epple says the key is to think of branding as a living system, not a one-time design. "Brand assets have to be super adaptable these days. They have to work online, on print, in various formats and for endless branding situations."

Overland Nomadic continues to grow its product line and customer base, while the brand evolves alongside it. For both founder and designer, the goal is the same: to keep the look as versatile and road-ready as the gear it represents.

Find out more: https://www.sunnysidegraphics.net/branding