I designed this 24-page booklet to help kick off the Expedition Denali movement. Shirts, embroidered gear, a website, and other materials have since been made with the branding elements I established. The design mixes NOLS' brand standards and photographic-heavy designs with inspiration from the rugged history of Denali. The booklet needed to be easy to update, as details changed frequently throughout the initial stages of the movement, as the team gained support from outside sponsors and team partners.
The goal of Expedition Denali is to inspire youth of color—and particularly African American youth—to get outside, get active, and become stewards of our wild places. NOLS will run an expedition with African American participants who will attempt to summit Denali, the highest peak in North America (June 2013). It's the 100th anniversary of the first ascent of the peak. Post-expedition speaking and media engagements will then give the mountaineers and role models a platform to inspire youth of color to connect with America’s wild places.
For the complete booklet, check it out at issuu.com
Below is a video produced by Brian Hensien and Kyle Duba that describes more of what the expedition's all about:
To follow the team's progress and see how the brand of Expedition Denali has evolved from this early stage, please visit expeditiondenali.nols.edu