If you’ve been to Cañon City, you know the city has as many rafting outfitters as flavors at Ben and Jerry’s. How is a visitor supposed to sift through the options and find the right raft trip for them and their family?
Echo Canyon isn’t just any other rafter. Our goal: walk visitors through the rafting experience and position Echo Canyon as true guides – both on and off the river, while developing a brand that positions them as the true craftsmen they are.
02: Our Approach
Putting you in the raft
We took a visually rich approach with Echo, leveraging in-action GoPro images to put you inside the raft on a perfect day through the Royal Gorge. You can feel the water splashing and hear the giggles and gasps from your raftmates. The brand’s personality can be seen in everything from voice and tone, to typography and even code. Subtle animations throughout the site offer the perfect opportunity for Echo’s playful brand to shine.
The turning point
Brewing up inspiration
Companies tend to look within their own industry for inspiration – and then end up looking just like everyone else. We went on the hunt to find true craftsmen. That’s when we stumbled upon the craft beer movement. It was a dream come true when we found beer label illustrator, Josh Emrich – who agreed to diverge from his typical “hoppy” projects to create custom raft illustrations for us!
03: The result
A brand full of surprise and delight
Now every element of Echo’s brand – from the website to their raft guide, and everything in between – reflects the visitors’ on-site experience. And because a website is never finished, we continue to work with Echo to refine their brand and delight their visitors.
We've continued working with Echo Canyon on:
We came to Design Rangers looking for a new branding for Echo Canyon – something that would set us a part from the many rafting outfitters in the area. Sounds simple. It’s not! But DR came up with a fresh look and clean design that allowed for successful print and digital campaigns as well as on-site branding elements that tied together our message. When the messaging and theme was first presented to us we thought, ‘Yeah, that is what we’re all about. That fits Echo Canyon.’ We just didn’t know how to get to that point. Design Rangers did an excellent job of asking the right questions and learning all about us which lead to the concept that we couldn’t quite put our finger on ourselves.
- Ben Sack, General manager
Silver ADDY Award: Website
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