In order to position themselves for long-term growth, "French Broad Rafting" added a zipline course and hired Status Forward to help rebrand as French Broad Adventures. The new name has accommodated the addition of canyoneering expeditions and a rock climbing wall as well.
After designing the new French Broad Adventures brand identity, I have acted as lead designer on a number of projects from ads to print materials. In 2021, I also facilitated a brand messaging workshop. The updated messaging drove a website renovation effort which I provided creative direction for.
With no shortage of obnoxious, screaming ads for river rides visible from I-40, we took a different approach with French Broad Adventures.
As the closest outpost to Asheville, NC, we wanted to make sure the identity was a bit more sophisticated. It was important for us to assure mountain-seeking tourists that it was possible to have a thrilling adventure without nervously paddling away from banjo music.
Our approach worked, with French Broad Adventures seeing a 30% uptick in online bookings in the first year after the initial rebrand, with steady growth since.