CMH’s brand boasts a strong 60-year legacy in the industry. Over that time, the visual brand has evolved through various iterations. With competitors elevating their product presentations, we needed to reassess our visual identity and develop a look and feel that resonated with our somewhat older demographic while still appealing to younger generations. CMH’s hub and spoke model presents challenges in brand management, with numerous physical and digital touchpoints to consider. How can we create a system that strikes the right tone while remaining manageable for internal marketing teams, agency partners, and non-designers alike?

The first step was to gain a fresh perspective. We worked with a talented art director, Ryan Davis, who brought rich knowledge of the outdoor adventure marketing space to conduct a competitor analysis and offer a new perspective on the visual design style. Using this framework, we began establishing specific guidelines for physical and digital ad campaigns, websites, newsletters, event materials, interior and exterior lodge signage, vehicles, helicopters, collateral, retail merchandise, and other applications.