Part of our focus is on the general public with a strong interested in outdoor recreation (think the REI type crowd if you're in the US, MEC for Canadians). We focus on human powered outdoor activities such as backpacking, rock climbing, mountaineering, ice climbing, rafting, kayaking, canoeing, backcountry skiiing, trekking, etc.
Designs should represent the outdoors and dangers in the outdoors and the fact that we guide people away from these dangers (the compass should help to represent our guiding role).
The people who pay are bills, however, are most important and they are:
1) Managers of outdoor education and recreation programs, many in their late 20's through 30's (we're especially interested in the most tech savvy ones).
2) Insurance underwriters/brokers - sometimes a bit more conservative bunch
3) Senior management and boards or directors (generally 35 and up in age) at larger non-profits with an outdoor focus
Examples of potential client organizations might include: