Experience you want.
Memories you need.
The Problem
When Jaime & Matt Millsap approached Fifo about developing their new adventure company from the ground up, their idea was as big as the company they were forming. They had been leading adventure excursions for some time, but were now ready to build it into a full fledged brand. The balance the brand wanted to strike was more complex than most; masculine leaning, but still having feminine representation. Strong, but inviting to kids. Family friendly, but not cheesy. How could Fifo help create a brand that attracted a family of all ages but stay true to the Millsap’s authentic vision of their company?
The Solution
The first step partnering with Fifo was an exciting one: create a name for the brand. After many iterations, Millsap Adventure Co. was born. The next step was to develop the full aesthetic brand kit. This started with the primary question: who is Millsap Adventure Co. for? At its heart Millsap is for parents who want to make memories with their children that will last a lifetime, but perhaps don’t own a tent or wouldn’t dream of repelling down a mountain without a trained guide. By identifying the key emotional drivers for this target audience, Fifo was able to hone in on the foundational brand language and speak a clear message from beginning to end. Fifo then coupled that with a brand kit that visually expressed those nuances. Fifo wanted the brand to be versatile, showcasing multiple logos, icons, and color combinations, all giving a diverse but cohesive visual identity. Finally, Fifo wrote and directed a video ad that would immediately resonate with their audience, an ad that is less about the outdoors and more about the meaning of time itself.
The Results
With this vision in mind, Fifo helped create a cohesive brand that offers versatility while staying unified in vision and form. Millsap Adventure Co. is about one primary thing—giving you courage for the outdoors while making memories that your family will cherish forever and building the experience without hassle. With new brand language, an expansive earth tone palette complimenting a versatile set of logos and icons, and a full-blown ad to launch their company off on the right foot, Millsap Adventure Co. set it’s sight on the launch of their own grand adventure as a brand ready to conquer the world.
SERVICES
Brand Messaging
Visual Identity
Graphic Design
Photography
Production
