Sacramento Valley Conservancy: FREEThink 2016 Brand Development

SACRAMENTO VALLEY CONSERVANCYAPRIL 2-3, 2016

SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT

For Sacramento Valley Conservancy (SVC), we needed to create a unique design that communicated a certain message and emotion, and a establish a single, resonant identity

that speaks to and can be recognized by a wide diversity of audiences - all who value and desire diff erent aspects of the Sacramento Valley.

The Sacramento Valley Conservancy (SVC) was in need of a new brand identity system. Our team was tasked with developing logos for 3 separate property logos —

Sacramento Valley Conservancy, Camp Pollock and Deer Creek Hills. The goal was to create an identity that would would illustrate each property’s defi ning characteristics while

maintaining the overarching brand identity and presence across all properties.

brand development


Sacramento is growing. The region is alive with energy, hope, and creativity. And cradling all of this is the Sacramento Valley —

this open horizon of rivers, grasslands, and oak trees that has seen countless sunsets and inspired generations of Californians.

This ageless, natural landscape is what defi nes the greater Sacramento region, and all of us need this open space to restore and recharge our spirit and soul.

This is the mission of the SVC — the Sacramento Valley Conservancy. We recognize the value and heritage of Sacramento’s natural spaces, and we work with landowners and

citizens to make sure there will always be a Sacramento wilderness for people to enjoy, embrace, and admire.

Open Space. For All.

brand messaging


Our fi rst exercise was using an Empathy Map. This map marked four quadrants: Think, Hear, Say/Do, and See — and we brainstormed how audiences and stakeholders might perceive the existing SVC brand, based on these four diff erent reactions and actions.

We picked two diff erent design directions, and within this matrix, we positioned other known brands with similar missions, along with SVC itself.

EMPATHY MAP BRAND POSITIONING MATRIX

Research


VAL LOGOS ILLUSTRATOR EPS

Original Logo


Logo Recommendation - All Properties


SVC Color Exploration


SVC Logo Exploration

“For The tall, ancient oak in the rolling, distant hills, calling out to us to walk down that trail and touch its wise, weathered bark…”

Deer Creek Color Exploration


Camp Pollock Color Exploration

“Find your way outside; revisit the past by being present in nature once again…”


Merchandise


Social Skins

Sacramento Valley Conservancy: FREEThink 2016 Brand Development

Government & Nonprofit

Transcript of Sacramento Valley Conservancy: FREEThink 2016 Brand Development