Trail Maintenance Endowment Fund

Setting the way forward.

We partnered with the City of Steamboat Springs and the Trail Maintenance Endowment Fund (TMEF) to create the initial communication plan that included branding and messaging for a decade-long campaign to secure the future of its beloved, and ever-expanding trail system. The mission was clear: inspire trail users to contribute to a sustainable fund that would ensure the upkeep and enhancement of the trails they cherish. Our task was to create a memorable visual campaign that not only captured attention but also evoked a sense of duty and pride among the community.

Crafting the visual style.

Our mission: to develop the 10-year creative theme and associated branding and messaging. Drawing inspiration from the bold, graphic look of WPA-era posters, we crafted a series of original artworks that celebrated the unsung heroes of the trails—the maintenance workers. These posters were designed to be iconic, larger-than-life representations of the dedicated people whose sweat equity and sacrifice keep the trails in pristine condition, as well as depicting iconic landmark trail locations in and around Routt County.

Extending the path.

Each year of the campaign, we unveiled a new poster and brand collateral featuring a different trail hero or an iconic local trail. The consistent, powerful visual style created a strong brand identity, making each piece instantly recognizable as part of the campaign. The artwork communicates a clear message: while our trail heroes put in the hard work, we ask only for a small donation from the trail users to maintain the beauty and functionality of their favorite trails.

The posters combined striking visuals with compelling calls to action, urging viewers to support the Trail Maintenance Endowment Fund. The messaging emphasized local community pride and the importance of preserving the natural treasures of Routt County for future generations.

A decade of conservation.

Over the course of the 10-year project, the campaign has successfully raised awareness and funds for the Trail Maintenance Endowment Fund. The iconic posters have become a staple in the community, seen in local businesses, trailheads, and events throughout the Yampa Valley. The endowment fund grew (and continues to grow) steadily, exceeding the goal of $100,000 in donations per year – with a final goal of $1M at the end of the 10 year campaign. The fund currently stands well above that goal, ensuring that the trails of Routt County remain a beautiful, functional part of the community for years to come.