New River Land Trust

Brand Identity

New River Land Trust is a nonprofit organization that works to protect the natural land in the New River Valley Region of Southwest Virginia. For their 35th anniversary, the organization needed a brand redesign that would resonate with their diverse audience of landowners, families, and donors.

Design Process

After researching the brand's audience, values, history, and geographic area, I identified three key areas to focus on for the rebrand: trust, community, and regionality. I started by creating 100 sketches for the logo, then narrowed the concepts down to a select few. After vectorizing and further development, the final direction was selected by the client.

Final Logo

The redesign pulls directly from the natural features of the New River Valley, including native Oak Trees and Serviceberries, curves inspired by the mountains and rivers, and a classic pennant motif as a nod to the Scouts.

Deliverables

In addition to branding, I designed a range of deliverables that would help New River Land Trust reach a wider audience, secure fundraising goals, and increase brand consistency across various platforms. These included merchandise for the Trust's online shop, a modern and accessible landing page, an email marketing template, and a wayfinding and signage system for their parks.