The Appalachian Trail Conservancy approached us to help them shift their perception away from being a hiking organization, and rather, rebrand them as the primary nature conservancy responsible for preserving and maintaining the entire length of the Appalachian Trail and its surrounding landscape.

The new brand had to convey an urgency to protect the 2,200-mile-long trail and its threatened landscape. I set to work on a compelling logo, identity, tagline, and manifesto that communicates the essential work the ATC does while playing on the emotional connections people have with the iconic Trail.

Client: Appalachian Trail Conservancy
Services: Logo + Identity + Brand Guidelines + Tagline + Manifesto
Design: Amy Borg
Copywriter: Amy Borg
Creative Oversight: Noah Mooney
Year: 2024