Grassroots Outdoor Alliance experienced constant growth for the past 25 years helping outdoor retailers, especially through their twice-yearly tradeshow, Connect, yet their identity did not reflect this growth. The solution is a logo that appears in three colorways randomly, showing the diversity of their vendors and retailers, and a logo for Connect which links them all together. The system unfolds most prevalently at Connect from environmental graphics, maps, badges, trophies, hats, and even a custom hammock.