True Path, originally known as "求是毅行队" (Qiushi Yixing Dui), is a hiking club established by Zhejiang University’s Alumni Association in Hangzhou. For the past 9 years, the club has hosted weekly hikes around the scenic mountains near West Lake, rain or shine, reaching an impressive milestone of 400 events.

With the 400th event approaching, the club sought a brand refresh to reflect its growth while honoring its roots. The goal is to distill the essence of this vibrant hiking community and translate it into a visual identity that resonates with its members.

We conducted 25 focused interviews, asking participants to describe the community in three words, uncovering the emotional bonds within the group. Additionally, we reviewed past interviews and event recordings to gain deeper insights into the club's culture and member interactions.

Core themes of unity, self-transcendence, perseverance, and passion emerged, reflecting members' strong emotional connection to the club. They expressed a desire for a brand identity that balances tradition with forward-thinking, better aligning with the organization’s current state.

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