First, we set to work at renaming the brand. It needed to be bold and, at the same time, all-encompassing. After thorough evaluation, we delivered a name that was concise without being confining, that accurately defined the organization while also positioning them as an authority in public land preservation: Public Lands Alliance. The new tag line – “Connect. Strengthen. Represent.” – speaks directly to the values that could be gained from aligning with the organization.
From there, our creative team set to work at creating a brand identity that would not only embody what the organization stood for but also give them a more modern, and incidentally relevant, look.
We created an identity that was both streamlined and symbolic, with juxtaposed letters creating a space for viewers to interpret the shapes that best represented the aforementioned public lands: a tent, a mountain, and a monument. With warm earth tones that evoke the PLA identity, this logo established a new brand that not only stood out but stood strong.
We worked with our client every step of the way, ensuring that PLA felt as involved in the process of creating its new identity as we were. As a result, PLA was not only pleased with the new brand that we had built for them, but impressed with the level of dedication and collaboration we provided.