The project
Tidewater Conservancy had real, substantial scientific and land-protection work behind it, but a visual identity that hadn't been touched since the organization's founding — clip-art wetland imagery, an inconsistent green palette, and no real typographic system. Ahead of a capital campaign targeting institutional donors, the Strategy phase prioritized credibility: a restrained, editorial identity system that could sit next to a foundation grant report without looking amateur, while a secondary, warmer set of patterns and colors kept community programming materials approachable rather than clinical.
Delivered as a full identity system, donor-report and grant-proposal templates, and a lightweight in-house guidelines deck the conservancy’s small communications team could apply without agency involvement on every piece.