A Brand Refresh for Skagit Trail Builders

The Challenge:

Skagit Trail Builders has a great mission and has built incredible community support over the past 7 years, but their brand colors weren’t an accurate representation of the energy and impact they bring to the community. As a 501(c)(3) nonprofit dedicated to designing, building, and advocating for multi-use trails in Skagit County, they needed their visual identity to match their vibrant work with volunteers in parks and public green spaces.

The main issue? The original color palette was holding them back. While the intense turquoise blue, bright orange, and deep gray in their logo has great contrast and recognition, these few saturated colors were just too limiting.

They restricted design flexibility across the website, social media, print materials, and didn’t capture the joy and energy of people who love the outdoors.

My Approach:

I knew this wasn’t just about picking prettier colors – it needed to be strategic. We started by diving into what makes Skagit Trail Builders special and how other organizations in their space were approaching their visual identity.

Research & Discovery: I looked at their top-performing seasonal photography for inspiration. These images of people building and enjoying trails surrounded by lush grasses, swaying cedars, and blooming wildflowers already told the right story, we just needed colors that would work harmoniously with them.

Competitive Analysis: I reviewed similar trail and outdoor organizations to understand the landscape and find opportunities to stand out while still feeling authentic to the outdoor recreation space.

Color Psychology: I kept the core spirit of their original colors but expanded the palette to be more versatile:

Blue brings that sense of peace and contemplation you feel on a quiet trail, reflecting the colors of the sky and water.
Dark Gray maintains authority and strength. This is important for an organization that advocates for community infrastructure. It also provides a stabilizing foundation for other colors in the palette.
Orange keeps the invigorating, vibrant energy of the original logo and is perfect compliment for autumn trail photos.
Green was the natural (no-brainer!!) addition connecting to plants, the natural environment, and that sense of freshness, freedom, authenticity, and youth that attracts trail users and new volunteers to the project.
Purple was our creative touch. It was inspired by the lupines blooming along the Pump House Trail, bringing imagination and inspiration to the mix.

The Solution:

We created a secondary color palette that plays beautifully with the photography style while maintaining the recognizable core of their original brand. Now they have colors that work across all their materials, from social media posts to printed posters, without losing the essential connection to their established logo.

Design Flexibility:

The refresh gave Skagit Trail Builders exactly what they needed: design flexibility that reflects their spirit and mission. We can now create cohesive materials that feel seasonal and fresh while maintaining brand consistency. The expanded palette works seamlessly with the trail photography, and most importantly, it captures the energy and positivity that makes people want to get involved with building trails in their community.

The best part? They can now create materials that truly represent the experience of being outdoors – from the peaceful blues of a morning hike, to the vibrant oranges of fall foliage, with natural greens and inspiring purples that make you want to explore.

Key Takeaway:

Sometimes a brand doesn’t need a complete overhaul – it just needs room to breathe and grow. By thoughtfully expanding Skagit Trail Builders’ color palette while respecting their established identity, I gave them the tools to tell their story more effectively across every touch-point. Now their brand feels as alive and inviting as the trails they build.