Brand Development, Website, PR, Collateral
The former Gore Range Natural Science School had limited awareness within Colorado’s Vail Valley and was confused with a K-12 school. The rebrand was timed with the groundbreaking of a $10 million, LEED Platinum campus.
The new brand was introduced through a multi-faceted launch campaign, new website and ongoing marketing support, raising its visibility with the state, potential partners and donors. It was instrumental in the continued growth of this non-profit in programs, funding and outcomes.
What I appreciated most about the Allegory process was the internal reflection and how understanding our Archetypes guided the brand. If you find your essence and work from that viewpoint, whatever you create will be authentic and stand the test of time.
The Archetypal Profile that emerged through the brand work included Jester (playfulness), Explorer (innovation) and Sage (knowledge). This profile became the creative blueprint for a new name, visual identity and voice. Validated through surveys, interviews and focus groups, the new brand story captures the joy of learning in nature, the innovation of place-based education and the importance of stewardship.
The new brand reflects their educational philosophy and positions Walking Mountains as a forward-thinking model for science education. With their green campus opening, they were highlighted by the Colorado Governor and are enjoying broader exposure to media, potential funders and special interest groups.
Walking Mountains’ rebrand deliverables included:
• New Name and tagline
• Logo Artwork
• Corporate ID materials
• Launch campaigns and events – staff, board, partners, schools, community
• Print Advertising
• Promotional items
The website launched in 2009 was highly interactive and fully integrated with the center’s membership database and fundraising suite. For the first time, it enabled online enrollment, ecommerce and targeted content based on login permissions.
The user interface was custom-designed with the new visual look of the brand including seasonal and stunning photography of programs taking place in the Vail Valley. The Homepage was designed for calendar, blog and social feeds regarding upcoming events. Event pages were designed for sharing photo galleries.
We are the mountains; the mountains are us. The world is alive, breathing beneath us and with us. Come explore this wild and wonderful place and learn the language of the land.
Here, we understand that there’s no better way to connect with Mother Nature than to experience her beauty in our own backyard. Here, we learn on foot and applaud imagination – following animal tracks, wading in streams, crawling in the grass, and staying up late to visit with the moon and count the stars. We learn about ourselves from the birds, bugs, and blossoms.
We intend to share our passion for the natural world in ways that make a difference. From the high peaks of Colorado’s Rocky Mountains, we are teaching science and engaging in research, creating answers to today’s challenges.
We will inspire stewardship and sustainable living, one person and one program at a time. From child to adult. Amateur naturalist to graduate environmentalist. e headwaters of the Gore Range and Eagle River Valley to the world.
Allegory assisted in the planning and promotion of numerous events for Walking Mountains. Our support effort included:
• Print invitations
• Email campaigns
• Event presentations
Allegory partnered with Walking Mountains during a critical growth phase and until they could fully staff a marketing department.
We supported the Walking Mountains’ team with:
• Print materials
• Blog strategies
• Email campaigns
• Annual Reports
• Public Relations