The Trustees of Reservations makes sure that I interact with them on a daily basis even when I cannot visit one of their natural or historic sites in person. They are very active on Twitter with many photos and links posted that inevitably lead me to their website several times a week. The Trustees also have a blog and a Facebook page and send out an email newsletter. All in support of their physical locations: sites important because of their natural or historical significance.
Their old tagline was something like: "Preserving natural landscapes for over 100 years." Then they hired the firm Minelli Inc. to rebrand them prior to a capital campaign and came up with the tagline: Find Your Place, which is much more engaging and is a call to action.
In the video you will see images that demonstrate both the tangible and intangible elements of the brand displaying visual cohesion, a clear mission, and a consistent tone. The touchpoints are:
a sign at a property near my home
email message to me after I signed up for the e-newsletter
At every touchpoint, the brandmark and logotype is displayed and many also show the tagline. The colors are in a unified scheme - variations on green - and most of the photos are of plants, animals, historical buildings or people outdoors. Their messages come through loud and clear. They include ones filled with emotion and passion: "We love the outdoors!" and "We love Massachusetts' special places!" Another message is a call for engagement and a re-branding to overcome a previous stigma of being exclusive: "Special places are for everyone!" And, a message about what the organization does: "We celebrate and protect them for everyone forever!"
The messages are reinforced by text and its tone, as well as blog entries, the sharing of photos, sponsoring activities for the public, and asking questions for the public to answer. They make the subject of conservation fun and engaging, not an easy task, and promote stewardship often without a direct plea, but by getting people involved at specific locations.
Note in the slideshow that the logomark is recognizable even at a distance. Also, see if you can spot the animal that is pictured in two different places, in slightly different form.
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