Hike Nova Scotia is a non-profit organization whose mission is to encourage and promote a growing hiking culture throughout Nova Scotia. Hike NS is dedicated to educating the public on preserving and respecting our beautiful wilderness.
In our discovery session, we identified several key areas in which their current brand faced challenges:
- A need to connect and resonate with a younger demographic
- A need to leverage a large social media following to strengthen brand awareness and engagement
- A need to create opportunities for additional revenue streams through merchandising
These key areas gave us direction for the project. We set out to build out the brand by developing a contemporary, visually pleasing logo and implementing a brand strategy that would solve their challenges.
Look & Feel
From sunny strolls on the local beach trails to snowshoeing in freezing terrains, our objective was to be fully inclusive of the varying outdoor activities our beautiful province, with its diverse climate, has to have to offer. Showcasing more than just the physical benefits of exercise, we also felt it was necessary to have the brand represent the emotional and spiritual advantages of being in nature such as, making lasting memories or building stronger connections with family, friends and loved ones. Read more below to see how we combined key messaging with picturesque imagery to help drive home the new Hike NS brand.
Photography & Colour Palette
Scenic Nova Scotia provides the perfect backdrop to showcase the trails and snowshoeing options available to members all on its own. We advised using photography that focuses on the natural landscape and terrain.
Sun, soil, sea to sky – we relied on shades of mother nature’s true beauty to inspire the brand colour palette. Both earthy & bright, we wanted to represent all aspects of Nova Scotia’s wilderness.
Social Media Strategy
Keeping the tone fresh and fun aligns with the new branding. Because the target audience (25-35 yrs) are inundated with mass amounts of tweets, Facebook posts and constant social media updates, we recommended using humour or a sense of cheekiness to capture attention and gain interest in the content.
From promoting an upcoming event to raising awareness for initiatives such as the Leave No Trace program, the copy aligns with Hike’s brand attributes.
Hike NS produces branded shirts to sell upon customer request. Through selling merchandise they are able to bring in a small profit that helps to fund their programs. We helped to envision a larger merchandising catalogue encompassing everything from water bottles to knapsacks; focusing on using durable and sustainable products made from naturally sourced, organic and local materials.
We advised them to look for ways to collaborate with local artists and manufacturers and to stay away from mass produced merchandise products in order to stay authentic to their brand.