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. 

I 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 experience on the Trail (or on a similar journey in nature). In addition to the branding, I also wrote their new tagline and brand manifesto.

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