Alpenglow Expeditions
Alpenglow Expeditions, an internationally renowned full-service mountain guide company founded by Adrian Ballinger, offers a variety of on-mountain experiences, from mountaineering expeditions to local rock climbing to backcountry skiing and technical skills courses, among others. Additionally, they own and operate the Tahoe Via Ferrata.
BRAND IDENTITY
MARKETING STRATEGY
ANNUAL PLANNING
THOUGHT LEADERSHIP
Despite their stature in a fiercely competitive industry,
Alpenglow faced a messaging problem. Their challenge? Articulating why they were best-in-class amidst formidable competition. Through initial interviews with Alpenglow stakeholders, it became evident that their existing brand failed to accurately showcase their competitive advantages and unique offerings.

As Bonfire’s Director of Strategy and sole strategist
I collaborated closely with Alpenglow stakeholders to revamp their brand identity, craft client personas, refine tone and messaging, and execute a strategic repositioning. Subsequently, I then guided a team of creative designers in visually manifesting Alpenglow's new brand identity. Our collaborative efforts culminated in the launch of Alpenglow’s inaugural creative campaign, 'The Alpenglow Moment,' solidifying their competitive edge.

Given Alpenglow's lack of internal marketing support,
I provided ongoing guidance to the Bonfire account, creative, and paid media teams in executing the established brand strategy. Additionally, I engaged in continued business consulting with Alpenglow’s general manager, sales director, and owner.

Projects Owned
brand audit â–ª brand identity and re-positioning â–ª target client identification â–ª messaging strategy â–ª email strategy â–ª thought leadership strategy â–ª annual planning â–ª business and brand consulting
