Outdoor Voices

We partnered with Ty Haney and Tiffany Wilkerson to reintroduce one of America’s most loved activewear brands, refining its identity for a new generation while honoring the original spirit of 'Doing Things'.

Outdoor Voices helped define the last decade of American activewear. Founded by Ty Haney in 2013, it stood for recreational movement, or and created a movement, around all things joyful, social, inclusive. OV helped introduced the wellness category.

When Ty returned to rebuild the brand, she asked Little Plains to help shape how it should look, feel, and move in its next era.

For over a decade, Outdoor Voices was known by its wordmark alone. We saw a chance to give the brand its first-ever icon: a mark that could embody motion and joy as simply as the name itself.

We explored how the O and V could form a character that felt playful, yet quietly confident.

The final symbol emerged as a circle balanced above an open V, a small figure mid-celebration. The line weight give it strength and posture.

We paired the hero icon with a refined wordmark set in Nordiq Pro, supported by TT Commons Pro for function. Together, they bring confident curves, subtle warmth, and enduring simplicity.

The original Outdoor Voices blue was bold and saturated, full of energy and optimism. For the relaunch, we refined the hue for greater depth and longevity.

The updated palette balances and refined the blue with white, soft grays, shadow black, and the original blue, maintaining the heritage while elevating the tone. It performs better across digital and print, offering quiet confidence instead of noise.

We reintroduced texture and tactility from paper stock, stitched tags, and folded packaging. We created motion for the hero icon into yoga-like animation of bending, stretching, balancing. Overall, we worked to make each surface feel intentional, and ready for movement.

Working with Ty, Tiffany, and the OV team was a dream project. The relaunch received strong reception from press and the OV community alike. We’re excited for the continuation of Doing Things.

OV’s comeback marks not just a return, but a renewal. Proof that a great American brand can evolve without losing its soul.