Next gen climate leaders

In 2016, the Campion Foundation asked us to work with the White House to connect youth from rural regions of the U.S. with youth from urban communities.  President Obama had visited Alaska and was inspired by the indigenous people’s connection to the land. They were launching a new program that would create the next generation of climate leaders while giving young people the chance to form connections with communities and people they otherwise might never encounter. We needed a name that got high school students excited about participating in the program, while also generating buy-in from the White House, funders and other potential partners. Spitfire crafted youthful, adventurous names that evoke wide-open spaces. We also integrated concepts of connection and highlighted the important bond between rural and urban regions. After presenting four names with messaging that reinforced each identity, Fresh Tracks was the winner.