Free resources

Free to read and meant to be used, put together for the small outdoor brands, retailers, and nonprofits I work alongside in Maine.

Guides

Each guide takes one part of building a brand and walks you through it from start to finish. Finish one and you will know what yours is missing and where to start.

September 18, 2026Outdoor Brand Strategy12 min read

How to Build an Outdoor Brand With a Voice of Its Own

Most outdoor brands share the same vocabulary, the same photography, and the same claims. Here is what is actually generic, the order the fixes get built in, and what changes for a gear brand, a shop, an outfitter, or an outdoor nonprofit.

Includes The Brand Voice Worksheet, a free PDF

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August 14, 2026Brand Voice & Foundation10 min read

What a Brand Is Made Of: The Components Behind the Logo

Most organizations can show you a logo folder and a mood board. Those cover one layer of a brand. Here is what the other layers are, what each one does, and the order to build them in.

Includes The Brand Voice Worksheet, a free PDF

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August 12, 2026Brand Voice & Foundation10 min read

How to Build a Content System That Sounds Like Your Brand

A framework for building a content system in a small business or nonprofit, often a one-person marketing team, so that everything published sounds like the organization.

Includes The Content System Guide, a free PDF

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Field Notes

Short reads that take on one problem at a time, drawn from the work in front of me right now. You will also find the stories behind Maine brands you already know.

September 12, 2026Outdoor Brand Strategy7 min read

Marketing for outfitters and guide services when the season is the constraint

An outfitter's whole year arrives in one window, and the window is exactly when nobody has time to market. Design the marketing around the calendar instead of fighting it.

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September 4, 2026Maine, Unfiltered10 min read

Casco Bay Lines: The Ferry Service That's Both a Lifeline and a Bucket-List Experience

Scheduled service since 1870, a 1981 bankruptcy the islands refused to accept, and a fleet that now includes one of the first hybrid-electric passenger ferries in the country. How a public ferry system carries seven island communities through every February and still gives visitors one of the best days out in Maine.

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September 2, 2026AI Brand Presence4 min read

The three sentences AI needs to describe you accurately

When an AI search describes your organization incorrectly, it is assembling from inconsistent fragments. Here are the three sentences to write once and place everywhere, so the assembly comes out right.

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August 27, 2026Outdoor Brand Strategy7 min read

Branding for outdoor gear companies that sell wholesale and direct

Companies that sell to both B2B and B2C audiences often end up sounding like two different brands. One foundation, flexed by the audience, fixes it.

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August 18, 2026Outdoor Brand Strategy6 min read

Outdoor brand storytelling without the hero shot

The ridgeline photo proves you belong in the category. The story that sells lives in the second photo: the workbench, the first order, the person who makes the thing.

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August 16, 2026Maine, Unfiltered9 min read

Allagash: The Brewery That Bet Everything on a Beer Nobody Wanted Yet

Long before Allagash White was the most-awarded witbier in the world, it was a one-man bet on a style almost nobody in America was asking for. The real story behind the brand, its B Corp journey, its ties to the Allagash Wilderness Waterway, and what it's built for Maine along the way.

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See all 12 field notes