The Intersection of People and the Outdoors

With new leadership and an audacious visual rebrand in place, the Appalachian Mountain Club developed a robust five-year action plan to coincide with the organization’s 150th anniversary. The ambitious plan builds on their legacy of working at the intersection of people and the outdoors to address pressing challenges not only for the organization, but for the conservation of critical landscapes from Maine to Virginia.

AMC turned to Libretto to create an engaging tool to share the action plan with a wide range of audiences and lay the groundwork for the eventual campaign that will fund a large portion of the plan’s priorities. Because a key goal of the action plan is the most significant expansion of AMC’s membership in the organization’s history, the narrative we developed had to serve as a vehicle for engaging long-time AMC adventurers and newcomers alike—a fitting parallel with AMC’s “just right” approach to outdoor adventuring that fits all comfort and skill levels. We highlighted members, staff, and volunteers whose dedication will help bring the plan to fruition and who represent the remarkable range of backgrounds and experiences that shape this unique organization.

All Out is a visually striking online narrative that spotlights the organization’s most significant priorities and contextualizes these goals against the backdrop of AMC’s proven conservation track record. It has proven an invaluable tool for their development team to engage donors in the run-up to their campaign without including an explicit ask, and has served as a recruitment tool as they bring new development staff onboard.