a.m.c.

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research
strategy
naming
visual identity
campaign development

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Linking a unique recreational experience with an important ecological initiativeIn 2003, the Appalachian Mountain Club (AMC) launched its Maine Woods Initiative, a strategy for land conservation combining outdoor recreation, resource protection, sustainable forestry, and community partnerships. AMC was seeking to brand and promote the Maine Woods Initiative as a world-class vacation destination for hiking, paddling, fly-fishing, and winter sports. AMC has hired Minelli, Inc. to raise awareness and increase visitation to this four-season destination through the creation and implementation of a destination brand strategy and a visual identity redesign.

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