Adventure Starts Here!
Grand Valley Outdoor Recreation Coalition
Visual Identity Design
Iconography
Creative Direction
Print & Digital Design
Illustration
Brand Guidelines
Website Design
Environmental Design
Apparel Design
The Grand Valley Outdoor Recreation Coalition (GVORC), based in Grand Junction, Colorado, is a dynamic organization dedicated to growing a vibrant, sustainable, and inclusive outdoor recreation industry. Since its founding in 2015, GVORC has been a driving force in promoting the value of outdoor recreation within the community.
Event Photos By: Tyler Payne
THE CHALLENGE
GVORC started in 2015 as a group of outdoor industry folks meeting over beers to talk about how to grow recreation in the Grand Valley. Nearly a decade later, the coalition had secured nonprofit status, hired its first executive director, and was ready to lead at a regional level. But the brand hadn't kept pace. The challenge was to rebrand GVORC with an updated look and feel that honored its grassroots foundation while positioning the organization as a credible leader in the outdoor recreation space. The visual identity needed to match the ambition of what GVORC was becoming, not just where it had been.
THE PROCESS
The approach was driven by intent. GVORC had almost ten years of community trust built into its foundation, and though the visual language was going to change, the roots of the organization's origins needed to carry through. I dug into the coalition's history, its guiding pillars, and the landscape it serves. Mesa County alone holds over 1.5 million acres of public land. That scale and diversity had to come through in the design. I built a system grounded in Colorado's outdoor identity, pairing clean illustration work with gritty, place-based imagery that reflected both the polish of a growing organization and the raw character of the land it represents.
THE SOLUTION
In collaboration with Jorde of Be Someone Design Co., we built a robust website experience where visitors could engage with the outdoor community in both activity and culture. GVORC.org became the hub for all things outdoor recreation in the Grand Valley, from trails and disciplines to local outfitters and events. Alongside the site, I developed a full brand identity system that embodies Colorado's lifestyle at its core. The new visual language carries across print, digital, environmental and apparel design. Since the rebrand, GVORC has launched campfire sessions, community initiatives, and a county-wide outdoor recreation master plan, all wearing a brand that finally matches the mission.
Approach
Every project follows the same process. One rooted deeply in the practice of our Signature Thataway Method. →
Solutions
“TJ with SmithBorn Studio is the ultimate professional! Not only is he an incredibly talented artist, but he also brings a wealth of knowledge and experience in the essential steps to create a strong and sustainable brand. GVORC is beyond thrilled with his work, the success of our rebrand, and his valuable contributions to various campaigns and initiatives.”
- Chandler Smith / ED of Grand Valley Outdoor Recreation Coalition
