Providing differently abled families with the support to soar
For more than 40 years, Eagle Mount has worked to remove accessibility barriers and provide adaptive recreation and sports opportunities for individuals with disabilities. Massive rebranded the nonprofit, reimagining the organization's identity to give it a dynamic, outdoor-industry energy. The successful new identity was populated across all of Eagle Mount's branding touchpoints and capital campaigns — the aquatic center, horse arena, campus expansion — which Massive also spearheaded.
Following the launch, we worked with Eagle Mount for years to help them develop their own internal marketing department, guiding the executive director on brand positioning and marketing, while coaching the team on ethos, strategy, and concept-to-completion management moving forward.
Eagle Mount
Identity / Environmental Design / Website
Massive heavily researched the market through competitive analysis of regional like-kind companies, SWOT (strengths, weaknesses, opportunities, and threats) analysis, focus groups, and more before delivering a vital new brand identity. By conceptualizing Eagle Mount as an outdoor-industry brand, versus an adaptive assistance one, we leveled the playing field, directly challenging the stigma that neurological and physical challenges inherently impact a person's ability to enjoy recreating in Montana's wild spaces and places.
Inspiring language, vibrant photography, a color-coded information structure, and a nearly tangible dynamism define every aspect of the brand identity. It visually and verbally coaxes interaction and experience — if not riding the horse, then perhaps petting it; if not skiing down the mountain, then perhaps making slopeside snow angels. With messaging particularly targeted to care providers — the family, guardians, and nurturers that make the world turn — the brand offers hope and possibility, facets of the human experience that often fall away when functional life is its own challenge.
Each of Eagle Mount’s programs is color coded across all anchor points, creating navigational ease, improving information accessibility, and infusing a black-and-white world with the rainbow of diversity.
Though we didn't create the position statement, we brought the concept to the fore, making a masthead of it and centering it within the core ethos of Eagle Mount's identity. No one evades the bumps and bruises of life, but we each have the opportunity to make them worth it by embracing the adventure in the everyday.
In concert with the rebranded identity, we worked to match the message with the environs. The brand's signature sky blues abound throughout the campus, and onsite details, from signage to paint to artwork, were overhauled in lively tones and effervescent energy to match the defining position statement: “Everyone has challenges. We have adventures.”
Eagle Mount's website required the most intensive work, as its organization didn't serve its audience, which, in turn, impacted volunteer and client participation, corporate giving, and programming. The nonprofit needed to be able to readily disseminate complex and varied information to three separate audiences: volunteers, end users and their care providers, and donors. Each audience required a specific set of information, conveyed in essentially disparate language, to be both appropriately targeted and effective. To solve this problem, we reorganized the entire site. The landing page offers tabbed information about the company background, programs, camps, events, volunteering, and corporate giving, all color-coded to differentiate and match mobile interface widgets.
The end result: an agile website capable of expanding and contracting with the nonprofit's continued evolution and, more importantly, one that spotlights the hope and beauty of individuals overcoming the worst to show us the best version of humanity.
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