SCOTT Adventure Lab

SCOTT Adventure Lab is a first-of-its-kind outdoor adventure concierge located inside Motto by Hilton in downtown Bentonville, Arkansas. A collaboration between 37 North Expeditions and SCOTT Sports, it blends a full-service bike shop and gear outfitter with curated outdoor experiences throughout Northwest Arkansas. Serving as both a retail hub and regional basecamp, Adventure Lab invites locals and travelers alike to connect with nature, explore more boldly, and start every journey from the heart of Bentonville.

Longitude was brought in to develop the visual identity for Adventure Lab, including the brand logo, color palette, typography system, and brand standards. This collaborative effort focused on communicating a spirit of exploration and outdoor adventure—balancing the bold energy of modern mountain culture with the welcoming accessibility of a downtown hub.

The mark subtly references the letters A and L, while drawing inspiration from the rolling hills of Northwest Arkansas—the natural backdrop for every Adventure Lab experience. A star element, borrowed from the 37 North logo, creates a visual link between the two brands, reinforcing their shared identity and mission.