ReBranding for Improved Visibility
The Mountain Institute (TMI) works with high altitude communities that face rapid environmental change in Appalachia, the Himalayas, and the Andes. Despite the Mountain Institute's strong programs, the organization's visibility is limited by a diffuse brand identity. The Capstone team interviewed TMI staff, local community members, and other key stakeholders to understand TMI's competitive advantage and the challenges to implementing a cohesive brand strategy. Through interviews, research, and collaborative workshops with staff, the Capstone team devised a new brand identity and brand strategy for TMI. The new brand identity includes a tagline, key messages, an elevator pitch, and branding guidelines. The brand strategy includes directions for implementation and management, including coordination among TMI offices and the launch of a branding team.