Camp 4 account lead Steve Berry presented a 10‑month branding and campaign plan to the Moab Tourism Advisory Board at its Oct. 14 meeting, saying the work will run from immediate community research through a campaign launch next spring.

The plan, presented at the board’s regular meeting in Moab, will begin with local research and stakeholder interviews and proceed through brand development, creative production and a launch campaign. “We’ve been working on this since the RFP,” Steve Berry said during the presentation, describing a phased approach that the team expects to complete in roughly 10 months.

Board members and the Camp 4 team said the work will include a mix of on‑the‑ground “community immersion” (local intercepts and ethnographic interviews), 10 recorded one‑on‑one stakeholder interviews, and two small “porch‑light” community sessions in November. The team plans a December “temperature check” of preliminary findings and a formal presentation of findings and recommendations at the board’s January meeting.

Phase two, Berry said, will translate insights into a full brand identity — including brand story, logo suite, typography and visual storytelling guidance — with phase three focusing on a hero campaign. The team expects to produce a campaign shoot in May so the office can use new photography and video across digital, social and potential out‑of‑home placements.

Berry and other presenters said the team will coordinate closely with Madden (paid media) and Camp Stories (PR), which the board has already engaged. Heidi, identified in the presentation as a Camp 4 producer, said the group is “scouting currently” and will return in November to collect photography and short social edits to support immediate announcements and the larger campaign.

Camp 4 described a collaborative workflow intended to achieve consistent creative outputs across signage, websites, print guides and merchandise. Presenters said they will create a brand guide intended as a “north star” for future creative work and to align existing promotional channels with the new identity.

Board chair Laurie McFarland and Moab Office of Tourism staff said the board had asked the team to present early in the meeting so they could return to community outreach and fieldwork. No vote or formal action accompanied the presentation; board members encouraged broad community engagement during the research phase.

Camp 4’s timeline

- Phase 1 (Oct–early Jan): community immersion, ethnographic intercepts, 10 stakeholder interviews (remote) and two in‑person community “porch” sessions in November; December temperature check; January formal findings.
- Phase 2 (mid‑Jan–April): brand development — written brand story, identity system, photography/videography guidance.
- Phase 3 (May): campaign production (photo/video shoot) and rollout of campaign assets for paid, earned and owned channels.

Why it matters

The board and the Moab Office of Tourism are preparing a new brand to guide marketing and visitor communications across the county. Board members and presenters framed the work as a community‑centered process meant to align future advertising, signage and merchandise with a single brand identity.

What’s next

Camp 4 will continue stakeholder interviews and local intercepts through November and return to present preliminary findings in December and a full assessment at the board’s January meeting. Staff said the board will receive updates as the team completes each milestone.