
Openlands
Openlands is the largest conservation organization in the midwest.
Openlands has a rich legacy of conservation in the midwest. They have been championing the restoration and preservation of the natural and open spaces of northeastern Illinois and the surrounding region for over 60 years. Their work touches 3 states, over 400 parks and preserves, dozens of waterways, and Lake Michigan. With work as crucial as this, a rebrand demands the upmost care and attention to detail.
About the Design
Through our research, we learned that different audience groups perceived Openlands differently. We also found that many people were unaware of all of the programs and projects that Openlands operates. We knew we had to establish new messaging to help bring greater awareness to all the different sectors of conservation work that Openlands champions and to create a website that is as informative and it is dynamic. We worked directly with the communications team, as well as policy writers, the board, and their staff to fully understand where they have been and where they needed to go.
By learning from each group of key players to define Openlands’ unique values, beliefs, and forward-facing persona to guide us through the work, we were able to understand how important it is to strike the balance between drawing on their long history and presenting their vision for the future.
We knew that the success of the project hinged on two key points:
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Awareness around the breadth of Openlands’ work
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A fresh and approachable take on a rich legacy of work
We infused these goals into every aspect of the work, including the logo, color palette, typography suite, web design, interactive map design, and even the staff uniforms.
Scope of Work
Rebrand
Messaging
Web Design
Interactive Map Design
Art Direction & Design
Credits









