This rebrand was a true passion project! As avid hikers, we wanted to help ATC thrive for another century. Our journey began with research—listening to ATC leadership, key stakeholders, and the hikers who cherish the trail. Inspired by preservation and biodiversity, the new brand reflects nature’s delicate balance and resilience. The video brings the mission to life with sight, sound, and motion. 

The effort officially launched in early 2025—here’s to another century of adventure and stewardship!