Access Mammoth
Nonprofit Branding, Website Copy & Brand Book
Access Mammoth (formerly Mammoth Adaptive Sports) empowers individuals of all abilities through adaptive mountain sports and outdoor recreation. Their legacy digital presence was fragmented, image-heavy, and inaccessible — a direct contradiction of their mission. As lead copywriter, I conducted stakeholder interviews across staff, board members, volunteers, and participants to uncover the heart of the organization. From those insights, I authored the brand tagline, wrote the full corporate Brand Book, and crafted all website copy for a new ADA-accessible digital platform. The result: +85% organic search traffic, +42% volunteer registrations, and a unified identity that finally matched the organization's impact.
The Challenge
Digital & Physical Barriers
An image-heavy, non-accessible legacy website clashed directly with the nonprofit's mission of total inclusion. The site created barriers for the very people it was meant to serve — disabled athletes, family caregivers, and volunteers navigating complex program pathways.
Fragmented Messaging
Multiple sub-entities — including the Second Chance Thrift Shop and individual sports programs — lacked a cohesive voice and brand architecture. Each touchpoint told a different story, diluting the organization's identity and credibility.
Complex User Journeys
The copy needed to guide radically different audiences — disabled athletes, family caregivers, donors, and volunteers — toward immediate action. One site, four distinct user journeys, zero room for ambiguity.
Strategy & Execution
Stakeholder Discovery & Brand Positioning
- Conducted in-depth qualitative interviews with key internal and external stakeholders — staff, board members, volunteers, and program participants — to surface the human story behind adaptive sports in Mammoth Lakes.
- Authored the organization's overarching brand rallying cry: "Access-ability for every-body." — a line that captured the mission's dual commitment to physical access and radical inclusion.
- Compiled all standards into a comprehensive Corporate Brand Book, establishing tone-of-voice guidelines, messaging pillars, and copy standards for internal staff, community outreach, and fundraising campaigns.
Inclusive & Accessible Website Copywriting
- Rewrote all website pages from scratch with an ADA-accessible, screen-reader-friendly structure — clear content hierarchy, semantic headers, and plain-language copy that removed friction for every user type.
- Crafted empathetic, empowering, and action-oriented UX copy to guide users through program discovery, athlete sign-ups, and donation pathways — reducing drop-off at every key decision point.
- Integrated targeted SEO keyphrases naturally into regional adaptive sports and mountain tourism search queries, building organic visibility without sacrificing the warmth and humanity of the brand voice.
Campaign & Community Touchpoints
- Authored copy for community apparel, event signage, and local outreach collateral — extending the verbal identity into the physical community and reinforcing brand recognition at every touchpoint.
- Standardized sub-brand messaging across all operational channels — including the thrift shop and volunteer programs — ensuring a unified identity that held together across every audience and context.
Results
Radical Reach & Engagement
Organic search traffic rose by 85%, total site traffic jumped by 68%, and average time on-site increased by 47% — turning a fragmented digital presence into a high-performing platform that held attention and drove action.
Operational Friction Removed
Clear UX messaging paired with backend integration drove a 42% increase in volunteer registrations — removing the confusion that had been quietly suppressing one of the organization's most critical operational pipelines.
Unified Community Identity
Staff and board leadership received a clear Brand Book and voice framework that aligned all programs — from adaptive ski instruction to the thrift shop — under one recognizable, mission-driven umbrella.
Completed as Lead Copywriter in collaboration with Miley Studios for Access Mammoth Adaptive Sports.