About Us


Branding the Voice for Alberta’s Mountain Parks .



Services Provided: Brand Strategy, Brand Identity, Marketing Strategy & Planning, Communications Counsel, Web Design & Development

After 10 years of operation, the Association for Mountain Parks Protection & Enjoyment (AMPPE) was in need of a renewed vision.

The organization felt it had lost its way, its visual brand had become tired and uninspiring, and the dynamics of AMPPE revealed several emotional obstacles and fears. Nevertheless, the facts suggested a strong need for brand transformation, and the team was devoted to making a dramatic shift.

Following an intense period of discovery, Urban Jungle emerged with a mandate to completely rebrand the organization.

As a member-based organization promoting and supporting sustainable tourism together with environmental protection in Alberta’s Mountain Parks, Urban Jungle positioned AMPPE as community leaders with a vision to protect both parks and tourism.

What did they promise? To deliver a consistent voice at government tables, communicating that sustainable tourism and promoting environmental stewardship are delicate and interconnected elements; and that both are vital to the survival of Alberta’s mountain parks.

In addition to AMPPE’s brand strategy, Urban Jungle developed a modern brand identity, a direct tagline, a flexible and eye-popping visual design system, a hard-working website full of cutting edge features like photo galleries and membership management. Beautiful and engaging marketing materials were also created to help activate AMPPE’s new brand and communicate it to the marketplace.

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AMPPE, Banff, Branding, CSR, Design, Environment, Identity, Stewardship, Web, Non-Profit

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