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Openlands

Openlands is the largest conservation organization in the midwest.

Scope of Work: 

Rebrand

Web Design

Interactive Map Design

Print Materials

Staff Uniform Design

About the Design

The branding of Priority Waters of course needed to be tied to Trout Unlimited, the parent brand. We expanded on the existing brand by getting into the minds of the fish that they are working so diligently to protect. Trout and salmon's eye sights are different than those of humans. They can see reds, blues, greens, golds, and even ultraviolet spectrums. We used these colors as visual metaphors throughout the site; luring users where to go next. 

We collaborated with an illustration artist who painted each type of fish that is found in each protected waterway by hand. We also were given access to the organization's vast photography library. No stock photos here. Each image correlates with each given region and waterway. The researchers, scientists, fishermen and women, and hobbyist who request these waters know these fish and these waters, so it was extremely important that we were accurate with every aspect of this design, all while being beautiful and inviting. 

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Design Logic

Openlands has rebranded a handful of times over their 60 years in operation. The logo began as an illustration of an oak leaf, and over time transformed into different versions of the same leaf, and eventually into an oak tree. Oak trees are native to the region, and are necessary staples for ecological diversity to take place. Because of this, the logo's past was an important element to pay homage to, while finding its fresh new form.  

 

Openlands' work has expanded from humble beginnings of planting trees, and they now lead crucial conservation work, including the management of a vast network of land and water trails, tree-lined streets, and intimate public gardens within easy reach of every city dweller. This also includes over 400 parks and preserves stretching over 3 states, large enough to provide natural habitat and give visitors a sense of the vast prairies, woodlands, and wetlands that were here before our cities and towns. 

 

The branding needed to reflect the breadth of Openlands' current work while paying homage to its rich legacy. The logo can be seen as a tree, a bird's-eye view of a trail, the veins of a leaf, or even waterway systems.  This image reminds us that conservation requires us to appreciate nature as an integrated and interdependent system.

Role

Art Director & Designer

in collaboration with LimeRed Studios

and Fat Kids Studios

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