In March 2005, three adventurers embarked on a spectacular journey that was a true test of their stamina, perseverance, dedication, expertise, and resolve – all for the sake of a tremendous cause. In ten days, this team covered 1,900 miles by plane, train, bus, foot, mules, and skis, and donated over $10,000 to Children’s Hospital of Pittsburgh. The Challenge In July 2004, Steelcoast was approached by long-time client and friend of the firm, Pietro Simonetti. Simonetti was taking on a bold, visionary challenge, and needed Steelcoast’s help. He was in the planning stages of a fundraising expedition, but lacked the resources that were essential to generating sponsors, media attention, and financial support. First, the adventure needed a name and a brand identity. Additionally, since target audiences for this project – participants, media, sponsors, and contributors – spanned the globe, it was imperative that an online presence be established. Finally, a variety of communication tools were needed to spread the word and generate support. Steelcoast's Approach The Steelcoast team brainstormed a variety of naming options, and upon working with the client to select “Across the Atlas,” developed this visual identity for the project. Unique, and easily-recognizable, this identity provided a cohesive look for all fundraising efforts and was placed on all communication vehicles. Steelcoast then developed a website for the team to help communicate the adventure to a variety of audiences, including the media and potential sponsors. This site includes a “Live Updates” section, enabling readers to track the team’s progress through daily updates and photographs. Steelcoast worked directly with the team throughout the journey to update this section of the website every day. In the planning stages, Steelcoast worked with the team to develop a comprehensive press kit, including design, layout, and all content development. This piece served as a printed medium to generate publicity about the adventure, and served as a tool to generate interest among potential sponsors. To this end, Steelcoast also developed a striking magazine advertisement that ran in Ski Magazine as well as several other international publications. Finally, Steelcoast designed merchandise items such as t-shirts and stickers that were utilized to increase visibility of the trip, as well as enhance fundraising efforts. Results This project was an overwhelming success. Most importantly, the trip and the team’s fundraising efforts were successful, and the Across the Atlas team was able to donate more than $10,000 to Children’s Hospital of Pittsburgh. The response to the items that Steelcoast developed was tremendous. Steelcoast was very pleased to discover that its role in the development of the project’s identity, website, and other materials contributed significantly to the overall success of the project. The trip received unprecedented media attention, garnering editorial space in Men’s Journal and a variety of international publications. Also, with such a professional image, the project attracted nationally-renown photographer Michael Brown and his award-winning company, Serac Adventure Films. Michael joined the Across the Atlas team to document the adventure from start to finish. Serac Adventure Films has produced films on all seven continents, and has received 14 national and international film festival awards. The “professional” look of specifically the identity and website elicited a sponsorship return rate that exceeded expectations. The identity and website were instrumental in securing and solidifying relationships with corporate sponsors who donated physical and financial resources to the project. Many of these sponsors were so pleased with the project that they have already allocated resources to assist with the 2006 adventure that is currently in the planning stage.