The trail had a story. The website wasn't telling it.
Scope · Vision & values · Identity & web · Content operations · Partnerships · Fundraising
In short: a bid to rebuild a website became a bigger question, how to preserve people's relationship with the trail, and the answer brought in supporters, volunteers and a new fundraising event.
A bid request to rebuild the website for one of the longest national trail systems in the country. The site was outdated, did little to connect outdoor enthusiasts to the trail, and did even less to promote membership, donations, and volunteering — or to share the stories coming off the trail.
The real question was bigger than a website: how do you preserve the relationship so many people have with a trail, for generations to come?
We began by inviting trail workers and enthusiasts to tell us what the trail meant to them, and spent weeks on its history before touching a layout. From that came vision, value, and culture statements, a refreshed identity, and a site rebuilt around what people actually came for: maps, stories, and a clear way to give or volunteer. Then a content calendar the staff could run, a press book and charity packet, outreach to chapter-level ambassadors, and a new fundraising event built on one commitment — walk 100 miles of the trail.
Want the specifics behind any of this?
Thirty minutes, no pitch. We'll walk through the work that's closest to your situation — names, numbers, and what we'd do differently now.