A new brand with history.
Friends of Tilly Jane Cabins
Inspiring the next generation of outdoor caretakers.
High up on Mt. Hood, a team of local volunteers are putting their hearts and hands to work keeping remote, historic spaces open, safe, and inclusive. To outdoor enthusiasts willing to make the climb, the north side of Mt. Hood is a special place. No lifts, no lights, no signal. A perfect place to get outside and connect with people offline. It is a place with history – where you ‘earn your turns,’ look out for one another, and the surrounding landscape.
The Friends of Tilly Jane Cabins (FoTJC) story has roots in the CCC (Civilian Conservation Corps) dating back to 1939 as they constructed trails, picnic areas, shelters, campgrounds, and provided work for people during The Great Depression. The FoTJC upholds this civic-minded passion for working with others to preserve and promote outdoor recreation.
Today, their vision is to be a model of historic preservation by inspiring the next generation of stewards.
“We didn’t know how to express ourselves until spending time with the talented team at Evolve and their unique process. They connected the dots we didn’t see in front of us - people, community, and history. Now we have a brand we love and a clear mission and vision that we stand behind every day."
— Board President and Caregiver
Moving the backcountry forward.
Building a new brand, with history, required a collaborative touch. To help shape the new brand, Evolve invited generations of volunteers (or “friends” of the cabins) and previous guests into the design process. What emerged was a new brand foundation and identity to inspire the next generation of backcountry adventurers. Together, we helped them articulate their vision, mission, and values as a group of caretakers and conservationists. The program helped unite their non-profit 501(c)(3) board and volunteers under a shared purpose: To move the backcountry forward.
Services
Audience Definition
Stakeholder Workshop
Brand Strategy
Brand Identity
Art Direction
Launch & Activation
Copywriting
