Project

Placer Land Trust

An nonprofit focused on protecting wild open spaces.

Intro

ADVENTURE, CONNECTION & STEWARDSHIP

Placer Land Trust sought to develop its brand narrative and web presence in a way that broadened their potential donor base in a way that reflected local demographics and psychographics.

Details

BROADENING AND DEEPENING THE BRAND TO EXPAND THE MARKET

Challenge

Take an environmental non-profit, that politically positions itself as left as they come, educate them via market research that 92% of demographics of their ideal donor profile in the region are conservative, and try to develop a more inclusive brand message and website that everyone can get behind.

Solution

Boiling the essence of the brand down to 3 words “Adventure, Stewardship and Connection” wasn’t easy. This required collaboration on a brand narrative, educating, debating with and convincing stake holders, committees and staff, on alignment mission, purpose, values, and opportunities. Then 10 exercises, 6 drafts and 64,340+ words later, we had a brand narrative. From there it was all about bringing it to life on a mobile first environment.