The Appalachian Trail Conservancy (ATC) needed a brand refresh to attract new members and raise awareness for the often overlooked organization behind the beloved Eastern Trail. 

We set to work on a compelling new logo and identity that would bring the ATC into the vibrant brand landscape of 2025. The result is an engaging, gritty, personable identity which connects directly with those who walk the Trail. 

We defined various photography styles to showcase all the wondrous aspects of the Trail — biodiversity, wildlife, hiking, camping, nature’s seasons, panoramic vistas, human connections — the plethora of things that make the A.T. a national treasure. Through photography, we recreate the magical moments that people have experienced in their own lives (whether on the A.T. or a similar journey in nature). The visuals are a means of relating to our audiences — something we sought out to accomplish from the very beginning. 

Additionally, the new brand had to convey an urgency to protect the 2,200-mile-long trail and its threatened landscape. To this extent, I coined their new tagline, “Keep the Trail Alive,” and penned their manifesto, which became the script to their 2025 brand video.

Client: Appalachian Trail Conservancy
Services: Logo + Identity + Brand Guidelines + Tagline + Manifesto
Design: Amy Borg
Copywriter: Amy Borg
Creative Oversight: Noah Mooney
Year: 2025