ProjectPLACER LAND TRUST
An environmental stewardship non-profit focused on protecting wild open spaces.
Broadening & Deepening The Brand To Expand The Market
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 brand, message and website that everyone can get behind.
I wish I could say all I had to do was wave a magic wand and whisper 3 words “Adventure, Stewardship and Connection”, but it wasn’t so. 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.
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