Some details
Services:
Discovery, Brand Strategy, Naming, Brand Identity, Storytelling
Problem:
Nature Collective came to BLVR as the San Elijo Lagoon Conservancy. Big things were happening for the conservancy - they were in the thick of the California’s largest watershed restoration and their programs were growing at a considerable rate, far beyond the scope of the San Elijo Lagoon. But awareness and visitation were
low and they were unsure where to go next.Insight:
After digging deep into the brand it was clear that the San Elijo Lagoon Conservancy wasn’t just a conservation nonprofit. They were a people-focused, experience-led nature organization too.
Solution:
Taking cues from ‘Conservation 3.0’ a new mission was created: to drive all people to have a passion for nature. The audience set was expanded from affluent local users to welcome all San Diegans and beyond, regardless of age, location or wealth. This inclusive mentality inspired the new name, “Nature Collective”, which reflected that together we use, enjoy, protect and promote nature. A fresh brand identity and art direction were created taking cues from the Nature Collective’s core belief to connect, experience and protect nature. A simplified emblem along with modern retro typography and design cues gave the brand a distinct look that stands apart from the pack.
