The EDGE

Rebranding an epic experience

The owners of The EDGE had created an epic place to zip, climb, and freefall in Castle Rock, Colorado. They applied their “go big or go home” mentality to the experiences they built, and it was time for the brand and website to catch up. They partnered with Blend to bring clarity, strength, and energy to their brand identity.

What we did

Naming
Brand Identity
Website
Advertising
Local SEO
Measurement

Challenges

With multiple names and logos across the web, the company sometimes known as Castle Rock Zipline Tours was not providing a single, cohesive identity for people to find and share. The advertising was not as cost-effective as the owners wanted it to be, since conversion tracking was not implemented and the ad platforms had grown beyond what could be effectively managed in-house. And while local SEO had become a key battleground, the company’s listings were not fully claimed and curated for maximum value.

Solutions

We started by getting solid measurement in place to track marketing ROI, and we took initial steps to improve and accelerate advertising to drive additional revenue. We also began managing local SEO. The new revenue enabled the owners to invest in a new identity and website, leading to improved conversion rates and continued growth.

Brand Identity

New name. New look. Same energy and attitude.

We led the process of selecting an official name, landing on The EDGE—a nod to Castle Rock’s location on “the edge of the Front Range” of the Rockies. The bolder color palette was a better match for the high energy of the experiences, and the visual patterns are symbolic of the region and the hexagonal shape of their distinctive Sky Trek adventure park structure. Words and phrases were carefully selected to strike a balance between clarity (the there are 4 distinct adventures available) and a call to excitement.

Before

After

Website Design & Build

Cleaner, faster, and better-converting.

With 4 main adventures and lots of visuals for each, it’s easy to overwhelm the customer. We chose a clean, spacious layout designed for quick loading and easy skimming—but still with exciting visuals to explain each adventure. And we were up-front about the thrill factor and difficulty of each adventure—especially calling out the fact that the Sky Trek aerial trekking course is a choose-your-own-adventure style experience for all ages and skill levels. The peak season conversion rate for organic traffic alone improved by 27% vs. the prior year.

“Blend led us through a name change and rebrand that has boosted our success even more.”

— TY

Owner, THE EDGE ZIPLINES & ADVENTURES

Brand Rollout

Unleashing the new brand to current and future fans.

A brand rollout is always an endeavor in thoroughness and careful attention to detail, to ensure a company is findable and consistent anywhere people look. The name change brought an additional layer of complexity, requiring us to connect with existing fans and ensure that they—and anyone else looking for us under our old name—understood that the same great experience and same fun team had a new name. One benefit of the thorough brand rollout was a significant increase in referral traffic the following season.

Social Advertising

Holiday Advertising Campaign

A great gift idea and an off-season revenue boost.

Based on the success of holiday gift card campaigns for other clients, we recommended and executed a gift card campaign that generated 750% more online revenue than the same holiday period from the prior year.

Up next:

RYZE Adventure Park

Crafting a new adventure brand

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