Mountains For All

Brand Identity

Logo design for a non-profit organization offering outdoor programs to kids.

Mountains for All (MFA) is a non-profit based in Portland, United States, offering outdoor recreation programs that connect and inspire all youth, building a foundation for a lifetime of active participation in the outdoors.

Their program is designed as a multi-week program that takes kids to Mt. Hood —a 3429m mountain located about 80 km east-southeast of Portland— providing them with the gear they need as well as the appropriate instruction.

Insight

According to Matt Freeman—the founder of MFA, current participation in outdoor recreation sees a significant under-representation of various demographics, specially people of color/of a minority background in lower-economic urban areas. For future mountain recreation enthusiasts of all backgrounds, MFA think they need to remove barriers to participation and to create confidence and a sense of belonging through a reflection of culture diversity.

Concept

For the main target audience (9-10 age kids), a “superhero” —a person for all— can give them confidence. He/She takes kids to mountains, and then they will also become superheros/heroines who have strong confidence.

Idea

While keeping outdoor brand feeling with the color, a superheroic emblem of distinctive shape of mountains with the letters “MFA” has a strong voice “MOUNTAINS FOR ALL” for democratizing the outdoor activities.

Feedback

Incredible proactive and responsive with feedback. His thinking and concepts stood out immediately. He is creative and a great problem solver.

– Matt Freeman, Founder of MFA

Other Projects

Mountains For All

PROTECTION LIFE