The Challenge: A Catalog Without Brand Focus

A catalog of outdoor recreation maps was suffering from inconsistent design and a lack of brand focus, doing little to promote the organization behind it or stand out on retail shelves.

The New York-New Jersey Trail Conference, a leader in trail blazing, land conservation, and advocacy since 1920, maintains a map catalog covering the greater New York City metropolitan area and over 2,000 miles of trails.

A Dynamic Branding System Across 29 Maps

Trillion analyzed a library of 29 maps with wide-ranging styles and developed a dynamic system that branded them consistently across every shape and size. Trillion then implemented the branding across the complete product line, giving it a recognizable retail shelf presence for hikers and outdoor enthusiasts throughout the region.

Results

Sales increased as soon as the new map sets hit the shelves and continued to climb as more sets were published, growing year to year anywhere from 10% to 34%. Shifting to a digital platform let the maps be updated more frequently, making them the most accurate available and driving repeat purchases from hikers.