I recently led Trout Unlimited, a 65+ year old organization through the first comprehensive rebrand in its history. Working across the organization and with the fabulous folks at Big Duck, the team created our brand identity, positioning and all that great brand work people tend gloss over in the search for a new logo. Once our identity was in place, my team and I created an updated set of visual standards and templates for staff use and to help Trout Unlimited’s 400+ chapters speak with one voice. Take a look.
Every year Trout Unlimited holds an annual meeting in a different city. This is part of the organization’s bylaws as well as a great time to bring attention to the organization. In 2022 I led an effort to rename, rebrand and rethink the meeting. The idea was to take a fairly stuffy get-together of grassroots leaders and turn it into a destination for families interested in the outdoors. I renamed the meeting CX3 (Community, Coldwater, Conservation) and worked with the great Stay Gray Ponyboy to create branding that could be used as a consistent mark while the surrounding design was built by a native of the area we were holding the event. See more CX3 work.