Road Lyfe is the travelogue and professional alias of Adam Smith, one of my best friends and my favorite photographer. Earlier this year Adam made the life-changing decision to sell everything he could and pack up the rest, buy a eurovan, and travel the world documenting nature and the personalities he encounters on his journey.
A change of plans
When this project started we had nailed down the URL IamAdamSmith.com. As that’s a bit wordy I had created a nice-looking but rather oblique “IAAS” wordmark for the brand. I liked it. It was a kind of heavy metal feeling (which fits Adam) but it wasn’t particularly memorable nor did it really capture the feeling of outdoor adventure that Adam’s photography frequently touches on. It would do, but I wasn’t in love.
Right before launch we were establishing social media accounts and came across a problem that would inadvertently save the day. IamAdamSmith was taken on twitter, and besides, the name is so damn long that Adam grabbed @roadlyfe instead. I wish I had come up with that name but at least I had the brains to beg we rebrand the entire project as Road Lyfe. We did and it’s everything I want a BIKLOPS’-made brand to be: memorable, beautiful, and just mysterious enough that you want to explore more.
The brand centers around a simple type treatment that evokes adventure and exhibits an imperfect, human quality. Expressions of the brand range from minimal to ornate but always inspired by early American craft and signage. Oh and a tiny touch of hip-hop. Cuz why not?
Adam’s photography sells itself. We merely had to create some cool gallery elements to house his work—which proved to be really difficult actually, but the end result is worth it. www.roadlyfe.com