More than four million people use the Appalachian Trail every year. But the organization responsible for protecting its 2,000+ miles had little public awareness. Membership was slipping. Donations were declining. Younger hikers weren’t connecting. And as ATC approached its 100th year, the brand needed more than a refresh. It needed a public reintroduction.

This wasn’t about polishing the brand. It was about making ATC matter in a new way.

We created a brand platform that honored its legacy while making its role unmistakable, aligning stakeholders, re-engaging supporters, and connecting with a new generation of trail users. Then we brought it to life through a bold new identity and rallying cry: Keep the Trail Alive. A clearer mission. A sharper voice. A stronger reason to care.

The rebrand gave ATC the momentum it needed heading into its centennial year, with a modernized brand system that aligned teams and partners and a stronger platform for fundraising, partnerships, and advocacy. And it translated into measurable growth: 

• A clear articulation of its mission and focus 
• Modernized brand system aligned across teams and partners
• A clear platform to support fundraising, partnerships, and advocacy
• Renewed momentum heading into ATC’s centennial year
• Double donations YOY from direct mail. 
• 25% YOY increase in total fundraising revenue 
• 20% in digital fundraising campaign revenue
• 18% in retail revenue 
• 6% in total members

Brand Strategy · Brand Platform · Visual Identity · Messaging · Content Lab