transforming caffeine into ideas

Appalachian Trail

The massive overhiking of the AT proves being popular isn't always a good thing.

So, how do you convince people to go somewhere else? Remind them what else is out there.

Art Director: Amanda Dahlgren

Writer/Website Coding: Renee Pogue

Print ads to be placed in magazines like Backpacker and stores like REI, places where they would be seen by the desired demographic.



The website in the print ads (located here ) will provide information about the NPS Trail Pass, a collaboration between

the Appalachian Trail Conservancy and the National Park Services highlighting other great parks in the NPS.

Copy in the Trail Pass will explain its purpose and give information about each hiking trail.

(Click images to enlarge)


If you've got an hour or so to spare and would like to read all the copy for the Trail Pass, all 28(!) pages can be read here: