ACMG

The Association of Canadian Mountain Guides (ACMG) came to us looking for a brand that could match the calibre of their guides and the legacy they have built since 1963. They stand as the Canadian standard for mountain guiding, rooted in tough terrain, technical mastery and a deep commitment to public safety. Our task was to shape an identity that felt modern and confident while honouring the precision that defines their work.

We centred the brand around “The Technical Advantage”, a truth that guides everything they do. ACMG training is rigorous and transformative, designed to turn skilled outdoor enthusiasts into professionals who can read terrain, calculate risk and lead with absolute competence. It speaks to aspiring guides, travellers seeking safe and meaningful adventure, and partners like Parks Canada who rely on ACMG for leadership in safety and stewardship.

The visual system reflects that same clarity. Clean structure, intentional minimalism and authentic mountain photography create a look that feels capable and trustworthy. The result is a brand that captures the science behind the adventure and the passion behind every decision, giving ACMG a strong and unified way to speak to their entire community.