Disconnecting to connect through life-changing Grand Canyon adventures.

While discussing the impact of river adventures on individuals with Megan from AZRA, I couldn’t help but feel drawn to the powerful value of their river trips. AZRA’s mission to guide people through Grand Canyon’s vast landscapes was something Megan spoke about with a lot passion. They didn’t just see these trips as vacations but as life-changing experiences capable of instilling a deeper connection with nature.

AZRA wanted to invite a broader audience to this opportunity, particularly millennials who could benefit from the unique impact of disconnecting from technology, immersing themselves in the Canyon’s beauty, and rediscovering the simplicity of the outdoors. The timing was perfect, as AZRA’s printed catalog needed a refresh, and with more audiences going digital, Megan and I both saw the opportunity to create something accessible, engaging, and lasting.

To bring this vision to life, I knew we needed a format that spoke to millennial values of adventure, purpose, and inclusivity. We mapped out an information strategy, emphasizing the unique aspects of AZRA’s river experiences with content that resonated with their adventurous spirit. This project was about helping AZRA reach new adventurers ready to experience Grand Canyon’s raw beauty and life-changing potential.