For more than 60 years, Natural Lands has conserved open space and protected natural resources across eastern Pennsylvania and southern New Jersey. Today, more than 2.5 million people enjoy access to land that is protected by the organization, making Natural Lands a national leader in land preservation and stewardship. With a new strategic plan, Natural Lands engaged Minelli to help raise awareness about the organization among current and new audiences.
We explored the diverse challenges and opportunities facing environmental organizations, including the growing need to communicate with and engage a new generation of consumers. In particular, we brought our understanding of shifts in communication, both among generations and with digital technology to address the organization’s desire to engage younger consumers and families living in more urban areas.
Charged with a new sense of energy and optimism, the rebrand centers on the organization’s commitment to nurturing both the mind and the spirit of visitors. The brand’s visual identity is bright and modern with a youthful twist. The fonts, graphics and photographic style appeal to diverse audiences including young families and the established baby boomers who are the organization’s main supporters. To elevate and clarify the brand in the minds of consumers, we shortened the name (originally Natural Lands Trust) to <em>Natural Lands</em>. In addition to redesigning the magazine and website, we identified marketing strategies that would help Natural Lands reach new audiences.