Year
2025
Client
Legacy Adventures
Category
Brand Identity, Grassroots
Product Duration
3 - 4 Weeks
Problem
Legacy Adventures is a non-profit that provides organized camping trips to fathers who are looking to create a deeper connection with their children. While the non-profit was growing and participation in camping trips was rising before 2020, COVID put a halt to that growth. For the first time in several years they begun hosting trips again in 2025, but they needed a brand that would help drive people back to the organization.
Solutions
Rebrand Legacy Adventures in a way that is both contemporary and timeless, creating a look and feel that would appeal to the way fathers remember camping trips when they were a kid, and also drive them to create new memories with their children.
Scope
The full rebrand would include logos, merchandise, and a grassroots package to bring people back to the woods.
The new Legacy Adventures logo makes the serotinous pine cone the center of attention. The ponderosa pines that flourish in Coconino and Sitgreaves National Forests and also play host to every Legacy Adventures trip are tough trees. They have fire-resistant bark, are resourceful and drought resilient.
They also produce serotinous pine cones, which have evolved to disperse their seeds only when a forest fire sweeps through. The heat melts the resin holding the cones closed, opening them and dropping the seeds to the forest floor.
At their most vulnerable seeming moment, the ponderosa pines ensure their legacy goes on. Through fire a new generation of pines is able to grow, an apt metaphor for the fathers and sons/daughters on Legacy Adventures trips. While the modern business demands may work to separate fathers from their children, Legacy Adventures seeks to create a weekend camping environment where both parties can let their guard down, make memories, and grow stronger together.
Hats, mugs and t-shirts were made with the new Legacy Adventures branding in order to both drum up excitement for the upcoming trip and create brand ambassadors for many trips to come.
By partnering with local churches, Legacy Adventures was able to fill capacity for every trip they had planned during the 2025 season. Flyers were distributed by hand with the help of churches and local business leaders, and textable graphics were sent out to ease the signup process.
