Year
2025
Client
Legacy Adventures
Category
Brand Identity
Product Duration
1 Month
Scope
Legacy Adventures is a nonprofit that runs organized camping trips for fathers seeking a deeper connection with their children. The organization grew steadily through the late 2010s before COVID halted operations entirely. Trips resumed in 2025 after a multi-year pause, and the brand needed to pull its audience back to the woods.
Solutions
The rebrand was anchored in a hyperlocal symbol: the cone of the ponderosa pine, native to the Coconino and Sitgreaves National Forests where every Legacy Adventures trip is held. The species carries a generational metaphor specific to the program's mission, giving the brand both place-based authenticity and a built-in narrative.
Results
Every scheduled trip in the 2025 season filled to capacity following the rebrand launch. Deliverables included a logo system, branded merchandise, and a partner-driven grassroots campaign.
Ponderosa pines produce serotinous cones that stay sealed by resin until forest fire heat melts them open, releasing seeds to a forest floor cleared by the same fire. The species ensures its legacy precisely through what would seem to threaten it. The metaphor maps directly onto the work fathers and children do on these trips.
Hats, mugs, and t-shirts were produced with the new Legacy Adventures branding to drum up excitement for the 2025 season and create brand ambassadors for trips to come.
The grassroots campaign partnered with local churches and business leaders to reach Legacy Adventures' core audience directly. Flyers were distributed by hand through partner networks, and textable graphics were produced to make signup as frictionless as possible.
