Branding and Messaging Development
The Objective
The Sierra Club Outings program — one of the nation’s oldest outdoor adventure outfitters — needed a modern, cohesive brand presence to stay competitive and diversify revenue in a shifting market. This work involved updating the program’s core messaging, marketing strategy, and creative tools to build a more compelling, aligned, and future-ready offering.
The Messaging Strategy
Built from competitive insights, audience research, and program objectives, the messaging strategy defined a clear value proposition, core positioning, and thematic messaging pillars with supporting talking points and tone-of-voice guidance to anchor all marketing and communication materials. The framework also outlined how to flex messaging and tone to resonate with two distinct target audiences.
The Creative Application
The messaging strategy provided the foundation for the practical systems that activate the Outings program. The visual direction extended the updated Sierra Club brand language and applied it through a focused lens shaped specifically for the Outings program goals and audiences.
