OPenlands
The Midwest's Largest Conservation Organization
The Challenge
Openlands is one of the Midwest’s oldest and largest conservation organizations, with more than 60 years of boots-on-the-ground work preserving prairies, waterways, and urban green spaces. When they approached us, their goal was clear: refresh the brand, redesign the website, and craft messaging that would speak to the next generation of conservationists, while honoring decades of legacy. Beyond the digital experience, the project also included print collateral, staff uniforms, and a complex interactive map to help the public explore parks and preserves across the region. The challenge was to unify all these touchpoints under a single, coherent identity that could support both the organization’s history and its future vision.
The Client
Openlands
Industry
Conservation
Partnership + Services
Brand Identity | Art Direction | Web Design | Interactive Map| Print Collateral | Staff Uniforms
Credits
Art Direction: Mere Montgomery
Web Development: Laura Thompson
Messaging: Lina Perino
Project Management: Julie Nygaard
In collaboration with LimeRed, Inc. & FatKid Studios
The Approach
We started with a full brand audit and extensive stakeholder interviews, speaking not just with leadership and communications teams, but also the frontline staff: ecologists, forestry directors, school garden coordinators, and land preservationists. These conversations were critical for understanding the full scope of Openlands’ work and the values that guide it.
From there, we crafted a fresh brand identity that balanced strength and approachability. Every decision was intentional, ensuring the organization could communicate credibility and care across digital, print, and physical environments.
Openlands is the largest conservation organization in the Midwest.
A Legacy of Inspiration
Openlands’ identity is rooted in its legacy while looking forward to the future of conservation. The original oak tree from their early logos inspired the new mark, but we expanded it to reflect the organization’s broader scope: prairie pathways, waterways, and intersecting ecosystems—all converging to symbolize stewardship and community. Historical conservation efforts, contemporary environmental storytelling, and the lived experience of staff in the field informed the visual language. Every element is designed to communicate resilience, care, and connection to the natural world.
Openlands plays a critical role as the only conservation organization looking systematically across the region, the relationships between the natural environment, urban growth, community health, and comprehensive land-use planning.
The Feeling
Warm, approachable, and inspiring. Every interaction, digital or physical, signals trust, human connection, and a sense of stewardship that inspires engagement with nature. In fact, it also reflects the organization's personality, which is genuine, caring, and curious about how to continue to engage all people in protecting our natural spaces.
Colorway & Type
Hero colors evoke seasonal landscapes: deep maroon and dusty purple for winter dusk, bright accents for energy and optimism. Typography is soft, legible, and human, supporting clarity across all media.
prairie pathways, waterways, and intersecting ecosystems—all converging to symbolize stewardship and community.
The Website
A dynamic front door to Openlands’ work: hero video, digestible stats, clear CTAs, and storytelling that shows the organization’s impact without overwhelming the user.
The Interactive 'Get Outside' Map
The Get Outside Map features 400+ parks and preserves, letting users explore, zoom, and discover local nature easily. It’s a core tool for engagement, education, and outdoor exploration.
Impact & Outcome
Since the launch, the new brand and site have driven measurable engagement. Traffic has increased, users are spending more time exploring the site, and the Get Outside Map is proving popular with both local residents and visitors. Volunteer numbers have grown, and feedback from staff and stakeholders highlights the brand’s ability to balance legacy with a fresh, approachable identity. Openlands now has a cohesive system across digital, print, and environmental touchpoints, positioning them for continued leadership in conservation and environmental stewardship.
