Openlands Branding

Building Upon a Rich Conservation Legacy, Looking into the Future

Openlands is one of the oldest conservation organizations in the Midwest, and it was time to update its branding and message. We collaborated with the Openlands communications team and board to uncover and organize their diverse ideas about what the organization is currently known for and what it should be known for in the future. Our work with Openlands covered branding and messaging. We started by defining their unique values, beliefs, and personality, drawing on their long history and combining that with their vision for the future.

Brand Research & Strategy

Through our quantitative and qualitative research, we discovered that different audience groups perceived Openlands differently and were unaware of programs and projects outside their experience. With the team, we united their message to expand their reach to new audiences and bring new information to existing ones. 

Identity Design & Messaging

The visual identity is based on Openland’s previous logo, which featured a drawing of a large oak tree. We modernized the logo to make it web-friendly and created variations of the tree mark that can be used as backgrounds, accents, or stand-alone symbols. Openland’s new color palette is inspired by nature’s diverse range of colors, including not only the greens and blues commonly associated with conservation organizations, but also colors that reflect the unique native plants found in the Midwest.

More Work

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