Supporting Colorado’s Geologic Gem
Colorado National Monument Association
Logo Update
Print & Digital Design
Creative Direction
Iconography
Illustration
Brand Guidelines
Website Design
The Colorado National Monument Association (CNMA) is an outdoor-focused nonprofit based in Grand Junction, CO, committed to supporting the Colorado National Monument through education, preservation, and community programming. Since its establishment in 1964, CNMA has served as a vital partner to the park, funding trail maintenance, visitor resources, and youth initiatives. Its visual identity and community presence have evolved over time, but the mission has stayed constant: protect and celebrate one of Western Colorado's most iconic landscapes. For those of us who call the Grand Valley home, the Monument is right in our backyard.
THE CHALLENGE
CNMA had been doing vital work since 1964. Ranger programs, trail maintenance, Junior Rangers, all the things that keep the Monument thriving. But their outdated website was working against them, confusing people and blocking connections with younger donors. Beyond the site, there wasn't much brand to speak of. Heading into their 60th anniversary with major fundraising goals, this organization deserved a visual presence that could match the significance of what they protect.
THE PROCESS
When logo files turned up missing or unusable, that obstacle became permission to do this right. We digitized the logo and opened up space to refresh the whole identity.
We dug through 60 years of archives. Typewriter newsletters, vintage brochures, photographs. The illustration style came from plein air painters who've captured these canyons for generations. Typography pulled from those typewriter newsletters, paired with modern fonts. Colors lifted straight from the landscape—sandstone reds, juniper greens. We created marketing materials worth keeping, honoring CNMA's commitment to sustainability. We weren't inventing. Just translating what's already here.THE SOLUTION
The refreshed brand gave CNMA everything they needed right when it mattered most. Logo, landscape-inspired colors, authentic illustrations, typography bridging six decades. A website that worked how people browse today.
As this launched in 2023, CNMA entered their biggest growth period ever. Raised $700,000 for the Saddlehorn Amphitheater. Kicked off a $60,000 anniversary campaign. Formalized the Confluence Center. Created Colorado's first NPS resiliency ranger program. The rebrand didn't make that happen, but it gave them the foundation to show up with confidence. A place I care about protecting now has a nonprofit with the visual tools to keep doing that work for the next 60 years.
Approach
Every project follows the same process. One rooted deeply in the practice of our Signature Thataway Method. →
Solutions
“SmithBorn was fantastic to work with in developing our brand guide! Giving us a cohesive look with authentic design. They were flexible and easy to work with. They took the time to dive into our archives and built an understanding of our organization that informed our designs and brand elements. We really appreciated this extra effort which has added to the authenticity to our brand and visual assets.”
- Crystal Tyndall / Associate Director Colorado National Monument Association
