Veering off the beaten path so an outdoor nonprofit can blaze new trials.
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The entire organization is just buzzing about the depth and artistry of the brand. Your smart, thoughtful approach has been appreciated by our team and the board. I am so motivated by all that comes next and feel like we are set up well to really shift the reach, relevance and influence of the organization.
Brandi Horton, VP of Communications, Rails to Trails Conservancy,,
Creating a nationwide network of trails connecting people, places, and the benefits of being outdoors. That’s been Rails to Trails Conservancy’s (RTC) mission since 1986. Recently, attracting younger, more diverse outdoor enthusiasts and partners has become a priority, saddling RTC with the need to expand its reach without losing any hard-earned equity within the existing community.
Of course, evolving the organization meant evolving the brand. So Outright gleaned insights from extensive research and focus groups with trail advocates, done by research partners, Vanguard Communications. From there, we breathed fresh air into this legacy nonprofit by crafting a bold and impactful, yet inviting aesthetic—including a new logo system, custom pattern, inclusive photography, and a meaningful color palette. Now, armed with this strategically evolved identity, RTC is inspiring new (and existing) members to tap into the joy, vibrancy and connection of leaning into life out on the trail.
