Client: Among the Trees
Services: Messaging Foundation, SEO Keyword Research, Website Build, Experience Packaging
Location: Canmore, AB
Industry: Small Business - Outdoor Wellness & Guided Experiences

“Becca and team are incredible to work with. She took my existing logo, extended the brand beautifully and built a website and marketing plan that really fits. Becca is approachable, thoughtful and really listens. Meeting in person made the process feel even more connected. Truly a great experience start to finish.”

— Scott Horsley, Founder & Lead Guide

The Project

Among the Trees was founded by Scott Horsley, a certified hiking guide, forest therapy guide, and interpreter with deep roots in the Canadian Rockies. After years of guiding and witnessing the impact nature can have on people’s physical, mental, and emotional well-being, Scott set out to create something different: guided outdoor experiences that felt personal, intentional, and restorative, not rushed, crowded, or transactional.

Scott partnered with Becca Jules & Co. to help translate this deeply personal vision into a clear, market-ready brand. The goal was to create a strong foundation—messaging, structure, and digital presence—that would allow Among the Trees to grow sustainably while staying true to its heart.

The Opportunities

Among the Trees was built on a strong foundation of experience, care, and purpose. Our role was to identify the opportunities within that foundation to help the Canmore small business thrive. This included:

Transforming Experiences Into Clear, Bookable Products
Scott offered a wide range of experiences rooted in connection and customization. By packaging these thoughtfully, we could reduce decision fatigue for guests and create a structure that supports growth without sacrificing personalization.

Standing Out Through Intention, Not Volume
In a region filled with established tour operators, Among the Trees had the opportunity to differentiate itself by leaning into what makes it different: private and small-group experiences, a pace tailored to each group, and a deep respect for the land.

Building a Strategic Digital Foundation Early
As a newer business, Among the Trees had the advantage of starting fresh. This allowed us to build a cohesive messaging foundation, SEO-informed website structure, and brand voice from day one.

The Process

We began with a deep discovery process to uncover not just what Among the Trees offers, but why it exists and how it should feel to experience it.

From there, we developed a messaging-first strategy. Rather than jumping straight into design or pages, we focused on defining the brand voice and value propositions that would guide every touchpoint.

Once the messaging foundation was established, we moved into SEO research, experience packaging, and website design and execution. This ensured every element worked together to support bookings, partnerships, and long-term growth.

The Solution

By approaching the project holistically, Becca Jules & Co. delivered not just a website but a cohesive system.

Messaging Foundation

We developed a messaging framework that now anchors the brand across all channels, including:

A grounded, inspiring tone that balances professionalism with warmth
Clear articulation of emotional outcomes like confidence, calm, and connection
Core value propositions centered on safety, local expertise, adventure, and personalization
Brand language that positions Scott as a guide and facilitator, not simply a tour operator

SEO Keyword Research

We conducted keyword research focused on high-intent, location-based searches related to guided hiking and outdoor experiences in Canmore, Banff, Kananaskis, and surrounding areas.

This research informed:

Page structure and hierarchy
Headings and subheadings
Service naming and descriptions
Website copy

The result is a site that speaks to humans first, but is still optimized for search engines.

Experience Design & Productized Offerings

A key part of the project was transforming Scott’s guiding expertise into experiences guests could easily understand, compare, and book.

We designed a seasonal experience framework that balances flexibility with clarity. Winter and summer offerings are organized by adventure level, pace, and intention, helping guests self-select based on comfort, ability, and desired experience.

For example, the Winter Adventures page introduces this structure through clearly defined adventure levels, from Gentle Wander to Mountain Challenge. This approach reduces uncertainty for first-time visitors, families, and travelers unfamiliar with winter conditions in the Rockies, while reinforcing safety and trust.

Experiences are presented through two distinct pathways:

Featured Trails: Curated group hikes that offer structure without rigidity, allowing guests to simply show up and enjoy the journey.
Custom Experiences: Private adventures tailored to the guest’s pace, interests, and preferred level of challenge.

Each product page includes clear difficulty indicators, experience context, transparent pricing, and confident calls to action. Guests know exactly what they’re getting while still feeling as if they’re being invited into something meaningful.

Branding & Visual Identity

We created a brand colour palette that draws inspiration from the raw beauty and emotional depth of the Canadian Rockies. Grounded greens and muted earthy tones evoke misty mornings, moss-covered trails, and the restorative calm of being immersed in nature.

Brighter notes of yellow and orange introduce warmth and energy, symbolizing optimism, curiosity, and the transformative power of adventure. This balance captures the spark and momentum of guided hikes and exploration, while still feeling soothing enough for forest bathing and mindful experiences.

The web design expands on this concept by blending timeless nature with retro adventure. Stunning photography, thoughtful spacing, and organic textures keep the experience calm and approachable, while nods to vintage national park prints add personality and a sense of nostalgia.

Website Design, Copy, & Build

We wrote, designed, and built a custom website that reflects the Among the Trees experience itself. The site:

Clearly communicates private and small-group offerings
Highlights safety, certifications, and local expertise
Uses emotional storytelling alongside practical details
Includes strong, confidence-building CTAs like “Book Your Adventure”

Booking Integration & Conversion Strategy

To reduce friction and support Scott’s business goals, we integrated the product pages with Acuity Scheduling. This lets guests book adventures directly through the website.

This integration simplifies the booking process, lessens back-and-forth communication, supports seasonal volume and off-season revenue, and delivers a more polished customer journey without compromising the calm, intentional feel of the brand.

The Result

Among the Trees now has a professional, cohesive foundation that supports both short-term bookings and long-term growth.

Clarity & Confidence
The messaging clearly communicates what Among the Trees offers and who it’s for, making it easier for guests to understand the value and book the right adventure.

A Brand That Mirrors the Experience
From the colour palette to the homepage language to the service structure, the brand feels calm, thoughtful, and grounded—reflecting the real-life experience Scott creates in the wild.

Improved Bookability & Scalability
Defined offerings, SEO-informed structure, and integrated scheduling position the business to grow awareness, increase bookings, and expand partnerships.

A Foundation Built for What’s Next
Whether adding merchandise, additional guides, or new programming, Among the Trees now has a brand system that can scale with it, allowing Scott to spend more time doing what he does best: guiding, connecting, and inspiring.