angle-left angle-right angle-down angle-up

Key Details

INDUSTRY
Outdoor
SERVICES
Customer Research
Brand Audit
Brand Strategy
Brand Identity
Corporate Stationery
Website Design
Copywriting
Video & Photography
Digital Advertising
BRAND ROLLOUT
2017

The Opportunity

Baker Mountain Guides is a family-owned and operated mountain guiding company based in the community of Bellingham, Washington. As the company continued to expand, they felt they had outgrown their brand and sought to reposition themselves for the future. Baker Mountain Guides partnered with Ignyte to develop a new brand strategy, visual identity, and online presence. It hoped to uncover marketplace opportunities, better understand customer needs and perceptions, and boldly differentiate itself from the competition as the number one guiding company in the northwestern United States and beyond.

Brand Strategy

Strategy began with in-depth customer research exploring multiple audience segments. We found that Baker Mountain Guides' customers most valued the opportunity to learn, but also enjoyed the fellowship provided by the company’s guides. With these insights in tow, we facilitated a series of workshops to define the brand’s core messaging and establish consensus around strategic objectives. What emerged from the strategy phase was a powerfully articulated brand positioned as the premier guiding company in the region whose value propositions included exploration, knowledge, and highly personalized service.

Stakeholders

6

Customer Interviews

20

Competitive Audits

5

Audience Personas

04