Indigo Alpine Guides

United States | Alaska

2025 - Present

The Challenge
High-ticket expeditions are often marketed with intensity, exclusivity, and bravado, which can alienate capable climbers and adventurers who don’t see themselves reflected in traditional outdoor media.

The Goal
Create a campaign system that still communicates elite expertise and premium value, while signaling emotional safety, inclusivity, and approachability.

My Approach
I designed a modular campaign system across email and paid social that uses:
– Calm, high-contrast layouts to convey confidence without visual aggression
– Human-centered language focused on support, progression, and trust
– Imagery that emphasizes partnership and preparation, not just summits

The result is a marketing direction that sells high-end experiences while lowering psychological barriers to entry. 

Project contracted through Surf and Snow Collective.

Email Design

My email campaigns for IAG reframe premium expeditions as aspirational but attainable, highlighting expertise, preparation, and group culture over ego-driven achievement. The design system uses restrained pops of color, generous spacing, natural, rugged lines, and clear typography to create a sense of calm authority and authenticity. The messaging reinforces trust, clarity, and progression; positioning the brand as elite, without being exclusionary.

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Paid social concepts exploring how inclusive language and restrained design can reshape how premium adventure experiences are perceived.

The top part of the image shows two hikers crossing a river in a lush green and rocky landscape, wearing backpacks and rain jackets. The middle section features a mountain range with rugged peaks and a small airplane flying near the mountains. The bottom part depicts two hikers sitting on a grassy plain overlooking a valley and mountain range, with the text "NO SNOW" over the river, "DOESN'T MEAN" over the mountains, and "NO CONSEQUENCES.""
A camping tent set up in a grassy field with mountains in the background under a partly cloudy sky.
Two hikers with backpacks trekking through a green Alaskan wilderness with a mountain and a lake in the background.
Camping tents set up on grassy field with mountains in the background, promotion for outdoor adventure guides.
A person sitting inside a tent overlooking a snowy mountain landscape in Alaska, with a guidebook titled 'Indigo Alpine Guides' and the title 'Denali Without the Crowds,' promoting inclusive high-country backpacking in Alaska.
Tents set up in a grassy valley surrounded by mountains, with a river running through the background.
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A hiker walking on a grassy trail in a mountainous landscape with snow patches, green slopes, and cloudy skies. The scene promotes guided mountain expeditions.
A camping scene with a person inside a tent overlooking a lake and mountains in a remote Alaskan wilderness.
A hiker walking through a grassy mountain landscape with snow patches and steep rocky hills in the background, under a cloudy sky.
Two hikers trek through a grassy landscape near a mountain and lake in Alaska.
A camping tent set up in a mountainous landscape with snow-capped peaks in the background and a partly cloudy sky.
Three panels showing outdoor scenes of hikers and scenic landscapes in the Indigo Alpine Guides trip. The first panel shows two people hiking through a river with mountains in the background, labeled "NO SNOW." The second panel displays a mountain range with a small airplane flying nearby, with the text "DOESN'T MEAN." The third panel features two people sitting on a grassy hillside overlooking a valley with mountains, captioned "NO CONSEQUENCES."