The Omondi Obura Peak Bag Fund set out to support Dartmouth students in ways that went beyond mental health clichés. Our approach tapped into something visceral—the power of nature, community, and shared journeys. Each October, students trek the mountains, swim the lakes, climb the peaks, ride the cities, but more than that, challenge themselves to reimagine resilience. Our strategy bridged two worlds: engaging students on the ground, while cultivating relationships with alumni and parents, making them feel part of this evolving tradition.

For the brand identity, we knew we had to reflect Dartmouth’s strong sense of place—its connection to the outdoors, its enduring green. We crafted a dynamic, bold design that communicated connection, nature, and a touch of forward movement. Organic shapes formed the backbone of the logo, symbolising the union, the humanity, and the personal peaks each participant aimed to conquer. In the shape of a P and b paired together, our icon was born. Badges became a core element, adaptable across formats, rounded edges softened the hard lines, a reminder that these journeys, though tough, were ultimately human.

During our design intensive day, we turned our attention to the event merchandise. The merchandise wasn’t just for fundraising—it was a way to pull students into the movement, making them walking ambassadors for the cause. The outdoorsy nature of the event dictated our approach: functional, stylish, and environmentally conscious. T-shirts, hoodies, and caps were created with enough rugged charm to feel at home on any trail, while being cool enough to wear around campus.

For the website, we knew we had to create a digital hub that captured the energy of the event while being a reliable resource. We built an archive for past Peak Bag events, with galleries and stories from participants. There was space to show where others had “peak bagged” around the world, creating a sense of global solidarity. The fund's mission and origins had their dedicated page, alongside clear calls to action: how to support, how to participate, and how to gear up for the next adventure.

We also crafted an email series to build excitement and connection in the lead-up to the event. Registration reminders, peak-bagging tips, merch promos, and social invitations filled the inboxes of students, alumni, and parents alike. Each email was a gentle push towards engagement—sign up, share your goal, and then, after the event, share your journey.

Jr. Designer Rachel Scolnik
Jr. Designer Tamara Moravia
Copywriting Peak Bag Volunteers

Stephanny — this is FANTASTIC. The visual treatment is compellingly simple and rich all at once. Nicely done. Everyone seriously has been messaging me asking if you arrived from heaven. In any case, thank you! Thank you for all that you are doing here, and the spirit of action and grace.

We met in the foothills of Santiago, Chile, just weeks before the 2024 Peak Bag event, to finalise details and soak up some inspiration. As the NWC team flew down the snowy slopes, I could feel a profound connection between this moment and the project we had been building. The physicality of skiing—the balance, the push against gravity—mirrored the ethos of Peak Bag itself: the joy of the journey, the satisfaction of conquering peaks, both literal and metaphorical. As the snow melted into the streets of Santiago, I found myself imagining Dartmouth students hiking through autumn forests, their own peaks in sight.

Later, we travelled to Valparaíso, a city alive with colour and chaos. It was here that messages started flooding in—students and alumni posting about their Peak Bag merch arriving in the post. Seeing the pictures from all corners of the globe, it became clear this wasn’t just an event. It was a movement, a shared adventure that transcended borders. In those moments, watching the Pacific crash against the rocky coast, I knew we had built something more than a fundraiser or an annual event. We had created a sense of belonging, of shared purpose—something that would ripple through Dartmouth and beyond, year after year.