Located in Northeast Ohio, Western Reserve Land Conservancy (WRLC) is one of the leading land conservation organizations in the country. For more than a decade they have been able to permanently preserve thousands of acres of at risk watersheds and other environmentally sensitive spaces from development. In recent years, the non-profit has expanded its reach into advocacy, land stewardship, the protection of farm land and the revitalization of urban areas, taking the position that urban, rural, and farm spaces are interconnected and that to reduce urban sprawl, we must make urban areas vibrant and desirable places to live. This evolution in WRLC’s philosophy and approach was challenging to explain and was made even more difficult by the different names that had been given to each division of the organization.

WRLC needed a comprehensive review and evaluation of their brand along with workshops to teach and train the staff, volunteers, and board members how to deliver on their role as brand ambassadors for the organization.

This research allowed us to understand the voice of the customer, refine the mission and vision, craft a compelling and engaging brand framework, and develop a roadmap for future implementation.