The first forest fire lookouts date back to the early 1900s and were a key part of wildfire detection. Rangers lived alone for weeks at a time, scanning the horizon with binoculars and mapping fires with an Osborne Fire Finder.
Santiago
Noblin
The first forest fire lookouts date back to the early 1900s and were a key part of wildfire detection. Rangers lived alone for weeks at a time, scanning the horizon with binoculars and mapping fires with an Osborne Fire Finder.
Santiago
Noblin
Looking Out For the Lookouts
The Forest Fire Lookout Association has long preserved historic lookout towers and promoted fire awareness, but its outdated brand struggled to engage today’s outdoor community. A refreshed identity and strategy reintroduces the FFLA to a new generation, inviting people to restore and stay in fire lookouts — transforming them from distant relics into immersive, hands-on experiences.
+ Strategy
+ Branding
+ Naming
+ Research
+ Copywriting
+ Web Design
Despite a decline in the number of existing lookouts, public interest in them had surged—search trends reveal a growing desire not just to visit, but to rent, buy, or stay in these iconic structures.
The new strategy focuses on using preservation as a incentive: the more people contribute to protecting lookouts, the more opportunities they gain to stay in them.
At the center of the brand mark, the tree reflects themes of growth and involvement present throughout the brand system.
The more one donates, volunteers, or participates, the closer they come to experiencing the unique reward of staying in and enjoying a fire lookout.
Behind the Scenes
What makes lookouts so special?
Whats the day-to-day of people currently involved
Finding an opportunity to build a strategy around
Lots and lots of logos
Present some, not quite there yet
Back to the drawing board
Setting up a shot before moving around multiple leaves for an hour