Company
Omondi Obura Peak Bag Fund

Principal
Steve Hochman

Location
Hanover, US

Category
Not-For-Profit

(overview)

In the throes of the COVID-19 pandemic, a global health crisis heightened our collective vulnerability. Across continents, isolation gnawed at the spirits of the young, with statistics from the CDC highlighting a disturbing surge in anxiety and depression amongst those aged 18 to 24. This stark reality sparked a renewed urgency within the mental health sector, particularly in educational institutions, which bore witness to an intensifying crisis among students.

For Stephen Hochman and his friends—former Dartmouth rowing athletes stirred by a late teammate tragic narrative—the pandemic was a profound wake-up call. Moved by the escalating need for support, they saw a unique chance to act. This moment of crisis served not just as a reminder of their friend’s vibrant spirit but as a catalyst for establishing the Omondi Obura Peak Bag Fund, dedicated to mental health awareness and suicide prevention.

Recognising the potential of their initiative to foster significant change, we teamed up to sculpt an identity and voice for the fund that resonated with both gravity and hope. Our mission was to craft a brand that not only honoured Omondi’s legacy but also mobilised the Dartmouth community and beyond to engage with and support mental health initiatives, cultivating a support network that could offer a lifeline to those in the shadows of mental health struggles.

(1.1.4 business positioning)

In this initiative, our focus was twofold. Our primary target encompassed Dartmouth students, who might confront mental health challenges during their academic journey. We visualised them engaging in the annual Peak Bag event each October—a movement that fosters interaction with nature and peers, building a robust community network. Concurrently, we aimed to engage alumni and parents, enhancing fundraising for ongoing support.

The Omondi Obura Peak Bag Fund's primary strength lies in its empathetic foundation, established by those familiar with the paths trodden by students. Yet, challenges in visibility and engagement due to its infancy necessitated a distinctive approach. We positioned the fund as a symbol of resilience and community spirit, setting it apart from more traditional mental health campaigns by emphasising authentic stories and student-led initiatives.

Our communication strategy leveraged a mix of digital and traditional channels. Social media platforms, especially Instagram, were instrumental in connecting with our younger audience, while email campaigns and physical events on campus helped maintain engagement with students and alumni. The narrative we crafted centred around storytelling that celebrated life itself, from start to finish, drawing parallels to the nature of competitive sports.

(1.2.3 social media launch)

Crafting the social media launch strategy for this Fund, we faced a dual challenge: engaging current students in the event while encouraging their parents to contribute to the fundraising campaign. Our long-term vision was to gradually shift the content towards raising awareness about mental health. However, our immediate focus was to convince students that the event was not only legitimate but also cool and worth attending. Thus, we delved into our forte: creating visually compelling content that resonates.

To embody the event's slogan, we showcased a series of activities, capturing the essence of what makes life vibrant and worth living from start to finish. We struck a balance between promoting the importance of a support network and acknowledging the solitary experiences of those most in need of mental health support. By featuring numerous images of individuals alone, we aimed to communicate that one doesn't need to feel completely "better" to engage and seek help within our supportive community.

One particular type of post we highlighted was demonstrating the variety of activities considered for attendance. Whether hiking, biking, or even solitary reflection, our message was clear: as long as one's mind is fully present, they are welcome to join this movement. Through this, we sought to normalise asking for help, fostering a community where mental health is openly discussed and supported. Each post was thoughtfully designed to resonate with their audience, encouraging participation and building a sense of belonging.

(2.1.4 visual identity)

For this project, the primary objective was to embody Dartmouth's Green within the brand while featuring the real people who participate annually. With Steve's experience as VP of Global Retail Operations at Nike, we drew inspiration from the brand to communicate qualities like grit, willpower, and community. This approach ensured the brand's identity would be easily recognisable across various formats and scales.

We crafted numerous badges to allow for a dynamic use of the logo. Some badges emphasised the language used by students on campus, others highlighted the Class of '88, and many referenced our slogan: "from start to finish — and everything in between." The logo derived from the diagonal shapes of the letters P (Peak) and B (Bag), and it was intentionally designed to resemble a typical sports brand.

"This event is an adventure in itself. Participants will hike, bike, or even hang glide or surf, depending on their location on the day. The event is a celebration of all these activities," says Steve. Diagonal lines were integral to the logo's design, evoking a sense of dynamism and movement and paying homage to the real and metaphorical peaks participants aim to conquer, and to balance that, we added rounded edges.

(2.3.4 brand guidelines)

For the brand guidelines, we focused on creating a clear and accessible document, ensuring that both the student team and the former alumni team, in their mid-60s, could effortlessly carry on the brand's implementation. The guidelines include an in-depth exploration of the logo's concept, comparing it to other sports brands and explaining our strategy to capture the hearts of young students.

The document also provides comprehensive instructions on future merchandise creation, emphasising the brand's minimalist appeal despite its sports orientation. We outlined how to use the badges thoughtfully, balancing a simple and vintage feel. Each element, from colour schemes to typography, was meticulously detailed to ensure consistency and cohesiveness across all mediums.

By incorporating these elements, we aimed to create a timeless and versatile brand identity. The guidelines serve as a roadmap for maintaining the brand's integrity, ensuring it remains dynamic and relevant. This meticulous approach not only simplifies the design process but also empowers the client to uphold the brand's essence on their own, which is the most important act in fostering an enduring legacy.

(3.1.4 wild card)

Although the team aimed to raise funds primarily through parents, designing Peak Bag's merchandise became a way to involve students in the fundraising effort. The merch allowed students to contribute to the fund with donations as low as $25 while also spreading the word about the event. With the event's outdoorsy nature, we focused on creating apparel and items that students would not only want but need.

Each piece was crafted to be both desirable and functional, with enough information to spark curiosity about the event while answering key questions. From T-shirts and hoodies to water bottles and caps, every item was imbued with the event’s ethos. We ensured the designs were trendy yet practical, encouraging students to wear and use them frequently, thus becoming walking advertisements for the cause.

By incorporating compelling visuals and badges, the merchandise aims to become a conversation starter, subtly urging peers to participate and learn more. This approach not only helped students feel included in the fundraising effort but also amplified the event's reach, creating a ripple effect of awareness and engagement across campus. Each item was a piece of the puzzle, contributing to a larger narrative.

(testimonial)
"Stephanny — this is FANTASTIC. The visual treatment is compellingly simple and rich all at once. Nicely done. Everyone seriously has been messaging me asking if you arrived from heaven. In any case, thank you! Thank you for all that you are doing here, and the spirit of action and grace."

— Steve Hochman, Partner

(complementary reading)
The DOC "Peak-Bag": Reaching new heights of achievement