Bringing Millennials to a land trust (and more). Minelli originally worked with Trustees to develop the institution’s first comprehensive brand identity and engagement strategy. The organization attracted new members and reached wider audiences. Almost ten years later, armed with new leadership, a new strategic plan, engaged partners and greater visibility in Boston, Trustees was poised to deepen their relationship with existing audiences and engage a new generation. In order to fully realize this opportunity, the Trustees brought Minelli back to develop a new brand. The new brand, composed of a set of interrelated flexible components, is sustainable and holistic in ways that will serve the organization well into the future, bringing people closer to nature and each other.