Identity
Create a flexible anniversary mark that could unify a year of communications.
Case study 02 · Brand platform
Turning 30 years of impact into one cohesive story
An anniversary platform that connected organizational history, current conservation work, and the next chapter across every audience touchpoint.
The challenge
A milestone could easily become a retrospective. The opportunity was to use 30 years of work to help people understand the Foundation’s statewide role, discover its breadth, and see why the next chapter mattered.
My role
I developed the campaign architecture and led implementation across my direct report, agency partners, and colleagues throughout the organization. Deliverables included a new logo, video, web experience, 30 impact stories, print and digital ads, a magazine, postcard mailer, and email campaign.
Priority audiences
01Recent donors02Lapsed donors03Prospective donors04Partners and the public
Campaign system
Each channel had a job.
Digital platform
Let visitors explore 30 stories and statewide grants by topic and place.
Editorial
Connect the milestone to current work through a magazine and story-led content.
Donor outreach
Tailor email and direct mail for recent, lapsed, and prospective donors.
Results
Campaign in action
Selected components, shown in context.
Interactive platformExplore 30 years of conservation↗
Interactive platform coverageA searchable public experience brought the stories, grants, video, and statewide impact together.
Continue exploring
Driving conservation forward