Pacific Lands Management
Identity rooted in purpose.
Graphics
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Communications
The Center for Natural Lands Management was doing vital conservation work but lacked public awareness and cohesive brand touchpoints. I developed a comprehensive rebrand—including a new name—that positions the organization to expand engagement and support.
Challenge
Despite vital conservation work by The Center for Natural Lands Management (CNLM), public awareness remained low and brand touchpoints needed refreshing. Without a stronger visual identity and increased visibility, CNLM risked missing crucial support and engagement. Through one of my design classes at RIT, I chose to elevate their presence with a brand that reflects the beauty and significance of their preserves.
Solution
I developed a comprehensive brand identity and brand book that included renaming the organization to Pacific Lands Management. The rebrand establishes a cohesive identity built around personable professionalism, with systems that ensure clarity, accessibility, and scientific credibility across all touchpoints. I created a complete visual framework—logo system, color palette, typography, imagery guidelines—and a messaging system with strategic campaign concepts. To demonstrate real-world application, I developed the “Forever Starts Today” campaign, showcasing how the brand drives community engagement, visitation, and donor support across digital, environmental, and print platforms.
Impact
The brand system provides Pacific Lands Management with a scalable blueprint for communication, enabling consistent storytelling across outreach, education, and fundraising efforts. The campaign concepts translate conservation into a relatable, emotionally resonant message that encourages immediate community involvement while reinforcing the organization’s enduring mission. By strengthening visual recognition and clarifying messaging, the brand positions Pacific Lands Management to expand public awareness, deepen donor relationships, and increase engagement with conservation initiatives along the Pacific Coast.