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.
