Red Dot Award for Brand and Communications Design 2025
Arches Collection apparel design for new brand identity
Red Dot Award for Brand and Communications Design 2025
Arches Collection apparel design for new brand identity

Background

HighuponMt.Hood,ateamofvolunteersareputtingtheirheartsandhandstowork,keepingremote,historiclandmarksopen,safe,andinclusive.

HighuponMt.Hood,ateamofvolunteersareputtingtheirheartsandhandstoworkkeepingremote,historicspacesopen,safe,andinclusive.

HighuponMt.Hood,ateamofvolunteersareputtingtheirheartsandhandstowork,keepingremote,historiclandmarksopen,safe,andinclusive.

As a newly formed nonprofit, responsible for structures built almost 100 years ago, the Friends of Tilly Jane Cabins needed a brand to unite the board under a single mission, vision, and set of values. A brand that could elevate the cabins long history and inspire the next generation of caretakers.

As a newly formed nonprofit, responsible for structures built almost 100 years ago, the Friends of Tilly Jane Cabins needed a brand to unite the board under a single mission, vision, and set of values. A brand that could elevate the cabins long history and inspire the next generation of caretakers.

Approach

Brand Activation Sprints

Developed a workshop driven approach and led a team of 6 to create a brand foundation and identity over a series of design sprints, working directly with their board of directors, long time volunteers, and several design studio members while at Evolve.


Role

Creative Direction, Copywriter

Impact

Creative Strategy & Increased Engagement by 20% annually, extended partner network by 33% to include Patatgonia, ENO, Leatherman and more, joined as an Executive Board Member, and received a Red Dot Award for Brand & Communication Design

Brand identity laydown of key design elements including typography, color, logos and photography
Brand identity laydown of key design elements including typography, color, logos and photography

welcoming, lively, trusted

Credible, not exclusive

The strategy was to create an identity that could appeal to two audiences: the existing backcountry patrons and future generations of volunteers and caretakers of the cabins

Credible, not exclusive

The strategy was to create an identity that could appeal to two audiences: the existing backcountry patrons and future generations of volunteers and caretakers of the cabins

Adventurous mindset

The new identity needed to reflect the grit it takes to preserve remote, historic landmarks in extreme conditions. That character is naturally imperfect, adventurous, and rustic like the cabins built by hand in the 1930s

Adventurous mindset

The new identity needed to reflect the grit it takes to preserve remote, historic landmarks in extreme conditions. That character is naturally imperfect, adventurous, and rustic like the cabins built by hand in the 1930s

Mission driven

The new expression needed to align the goals of the volunteers and stewards of the cabins into a brand foundation (mission, vision, values) that spoke to the responsibility of caretaking. A civic-minded responsibility is at the heart of the Brand's DNA

Mission driven

The new expression needed to align the goals of the volunteers and stewards of the cabins into a brand foundation (mission, vision, values) that spoke to the responsibility of caretaking. A civic-minded responsibility is at the heart of the Brand's DNA

Brand Character attributes were identified during an in-person half day workshop with past guests of the cabin and volunteers

New brand identity primary logo mark
New brand identity primary logo mark
New wordmark in Weathered Wood colorway
New wordmark in Weathered Wood colorway
History of conservation and outdoor recreation
History of conservation and outdoor recreation
Present day context images of Mt. Hood, the Cabins, and surrounding area
Present day context images of Mt. Hood, the Cabins, and surrounding area
New brand value posters and images of volunteers at annual work parties
New brand value posters and images of volunteers at annual work parties
New brand value posters and images of volunteers at annual work parties

HEADLINES

HEADLINES

HEADLINES

Barlow Condensed, Bold

Barlow, Extra Bold

Barlow Condensed, Bold

Barlow, Extra Bold

Barlow Condensed, Bold

Barlow, Extra Bold

BODY

BODY

BODY

Barlow, Regular

Barlow, Regular

Barlow, Regular

LINKS & LABELS

LINKS & LABELS

LINKS & LABELS

Barlow Condensed, Bold

New Spirit, SemiBold

Barlow Condensed, Bold

New Spirit, SemiBold

Barlow Condensed, Bold

New Spirit, SemiBold

MOVING THE BACKCOUNTRY FORWARD.

MOVING THE BACKCOUNTRY FORWARD.

We plan for the unexpected, and welcome the unknown. We believe in our collective capacity for resilience and resourcefulness to solve any problem. We love to be away from it all, surrounded only by friends and what nature provides.

We plan for the unexpected, and welcome the unknown. We believe in our collective capacity for resilience and resourcefulness to solve any problem. We love to be away from it all, surrounded only by friends and what nature provides.

JOIN US

JOIN US

MOVING THE BACKCOUNTRY FORWARD.

We plan for the unexpected, and welcome the unknown. We believe in our collective capacity for resilience and resourcefulness to solve any problem. We love to be away from it all, surrounded only by friends and what nature provides.

JOIN US

Volunteer splitting firewood to restock cabins for the winter

A color story rooted in place

  • STATION GREEN

    The Guard Station Cabin painted shutters were the inspiration behind the deep green color

  • WEATHERED WOOD

    The weather worn and sun bleached wood was the inspiration for the off-white color used in backgrounds and high contrast typography

  • TIMBERLINE SHADOW

    The deep blues of the tree line from a distance inspired the off black color value

  • CLOUD CAP BLUE

    The natural ice blue that fills the sky behind the Cloud Cap Inn inspired accent colors and winter themes

  • EMBER ORANGE

    The origin of the A-Frame as a warming hut inspired the orange used for active elements like buttons and interactive components

  • ALPINE GLOW

    The soft warm pink of the sky and mountain inspired the Alpine Glow accent color

  • STATION GREEN

    The Guard Station Cabin painted shutters were the inspiration behind the deep green color

  • WEATHERED WOOD

    The weather worn and sun bleached wood was the inspiration for the off-white color used in backgrounds and high contrast typography

  • TIMBERLINE SHADOW

    The deep blues of the tree line from a distance inspired the off black color value

  • CLOUD CAP BLUE

    The natural ice blue that fills the sky behind the Cloud Cap Inn inspired accent colors and winter themes

  • EMBER ORANGE

    The origin of the A-Frame as a warming hut inspired the orange used for active elements like buttons and interactive components

  • ALPINE GLOW

    The soft warm pink of the sky and mountain inspired the Alpine Glow accent color

  • STATION GREEN

    The Guard Station Cabin painted shutters were the inspiration behind the deep green color

  • WEATHERED WOOD

    The weather worn and sun bleached wood was the inspiration for the off-white color used in backgrounds and high contrast typography

  • TIMBERLINE SHADOW

    The deep blues of the tree line from a distance inspired the off black color value

  • CLOUD CAP BLUE

    The natural ice blue that fills the sky behind the Cloud Cap Inn inspired accent colors and winter themes

  • EMBER ORANGE

    The origin of the A-Frame as a warming hut inspired the orange used for active elements like buttons and interactive components

  • ALPINE GLOW

    The soft warm pink of the sky and mountain inspired the Alpine Glow accent color

Design Themes

Visual positioning framework for design themes

Exploring design themes from Timeless to Playful

To help the organization visualize the brand character through color, photography, and typography, three (3) design themes were developed. Each direction shifted the brand foundation to either a more dynamic, playful look and feel or more stable, traditional expression.

Modern Heritage was selected to help the new identity sit alongside other timeless organizations like the USFS.

Attributes

Welcoming
Lively
Trusted
Imperfect

Imperfect

Welcoming
Lively
Trusted
Imperfect
The "Modern Heritage" design theme used to explore how design attributes translated to color, typography, and other brand elements
The “Made by Friends" design theme used to explore a more natural, dynamic, and approachable direction for how color, typography, and other brand elements could be expressed
The “Free Radicals" design theme used to explore a more youthful, dynamic, and expressive direction for how color, typography, and other brand elements could be expressed

A wild history with unforgiving winters

A wild history with unforgiving winters

The Friends of Tilly Jane Cabins (FoTJC) story has roots in the CCC (Civilian Conservation Corps) dating back to 1939 as they constructed trails, campgrounds, and shelters like the A-Frame. The FoTJC upholds this civic-minded passion for working with others to preserve and promote outdoor recreation.

Over the years, the cabins endured substantial weather systems on the mountain requiring historically accurate renovations to keep the structures open for public use. For generations, the cabins had been enjoyed by hikers, skiers, snowboarders, and split-boarders who were used to access free from fees or organized oversight. This lack of oversight made large scale projects and restoration work difficult to organize and finance. To help ensure the legacy of the cabins a 501-c3 non-profit was formed.

The Friends of Tilly Jane Cabins (FoTJC) story has roots in the CCC (Civilian Conservation Corps) dating back to 1939 as they constructed trails, campgrounds, and shelters like the A-Frame. The FoTJC upholds this civic-minded passion for working with others to preserve and promote outdoor recreation.

Over the years, the cabins endured substantial weather systems on the mountain requiring historically accurate renovations to keep the structures open for public use. For generations, the cabins had been enjoyed by hikers, skiers, snowboarders, and split-boarders who were used to access free from fees or organized oversight.

This lack of oversight made large scale projects and restoration work difficult to organize and finance. To help ensure the legacy of the cabins a 501-c3 non-profit was formed.

Historic image of the CCC building roads, shelters, and campsites as they moved up the Pacific Northwest

Challenge

Challenge

Opportunity

Example from the brand guidelines to show spacing and lockups for the primary mark when paired with sponsors or partners like the USFS

Moving the backcountry forward

Moving the backcountry forward

The board realized they needed help to align their story into an actionable mission, vision, and a set of brand values to guide decision making.

To help shape the new brand and root it in authenticity, we invited generations of volunteers (or “friends” of the cabins) and previous guests into the design process. What emerged was a new brand foundation and identity to inspire the next generation of backcountry visitors, volunteers, and caretakers.

Example from the brand guidelines to show spacing and lockups for the primary mark when paired with sponsors or partners like the USFS

Moving the backcountry forward

The board realized they needed help to align their story into an actionable mission, vision, and a set of brand values to guide decision making.

Building a new brand, with history, required a collaborative touch. To help shape the new brand, we invited generations of volunteers (or “friends” of the cabins) and previous guests into the design process.

What emerged was a new brand foundation and identity to inspire the next generation of backcountry visitors, volunteers, and caretakers.

Impact

A FoTJC board member helping to build a puncheon walkway on the Tilly Jane Trailhead

Photo by Silvia Kern

Photo by Silvia Kern

"

Noah has elevated our public presence in measurable ways.

In his short time as a board member, he has secured new partnerships with top brands in the outdoor industry and created campaigns that have contributed to a record-setting year for both sponsorship and volunteer engagement.

Noah has elevated our public presence in measurable ways.

In his short time as a board member, he has secured new partnerships with top brands in the outdoor industry and created campaigns that have contributed to a record-setting year for both sponsorship and volunteer engagement.

— Board President and Caretaker

"

Noah has elevated our public presence in measurable ways.

In his short time as a board member, he has secured new partnerships with top brands in the outdoor industry and created campaigns that have contributed to a record-setting year for both sponsorship and volunteer engagement.

— Board President and Caretaker

Elevating the mission and
defining its values

The new assets and supporting brand guidelines allowed volunteers to design and build a new website, newsletter, cabin signage, and branded merchandise to raise awareness and gather donations to achieve their mission: Move the backcountry forward.

To support the launch of the new brand and attract volunteers, an accessible visual design system was built in Figma. The assets were compiled into an Instagram campaign of nine short stories, shared over a two week window leading up to their launch at their Annual Wood Haul event in October of 2024.

Follow their journey on Instagram

The new assets and supporting brand guidelines allowed volunteers to design and build a new website, newsletter, cabin signage, and branded merchandise to raise awareness and gather donations to achieve their mission: Move the backcountry forward.

To support the launch an accessible visual design system was built in Figma. The assets were compiled into an Instagram campaign of nine short stories, shared over a two week window leading up to their Annual Wood Haul event in October of 2024.

Follow their journey on Instagram

Impact

Creative Strategy & Increased Engagement: The new identity has helped grow their volunteer and environmental sponsors network.

  • Established the brands Mission, Vision, and Values

  • Toolkit and asset library helped to activate brand at annual event

  • 20% audience growth annually, and extended partnership network by 33% with Patagonia, ENO, and Leatherman Tools

Impact

Creative Strategy & Increased Engagement: The new identity has helped grow their volunteer and environmental sponsors network.

  • Established the nonprofits Mission, Vision, and Values

  • Toolkit and asset library helped to activate brand at annual event

  • 20% audience growth annually, and extended their partnership network by 33% with Patagonia, ENO, and Leatherman Tools

Ready to share your story with the world?

Get in touch

Get in touch

Project

Credits
Credits

Year

2024-present

2024-present

For

Friends of Tilly Jane Cabins

Role

Creative Direction, Copywriter, Board Member - Director of Marketing

Creative Direction, Copywriter, Board Member - Director of Marketing

With

Evolve — Wes Hare, Mahlet Tirunehi, Carlos Reyes Zgarrick, and Board of Directors

Made Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved

Made Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved

Made

Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved