Berkshire Natural Resource Council (BNRC)
BNRC is a non-profit land conservation organization working throughout the Berkshires in Massachusetts to preserve threatened lands.
I was brought in to lead the 360-degree strategy, design, and creative evolution for BNRC’s brand marketing platform, followed by marketing communications for “The High Road” fundraising campaign.
I worked with Karen Slade as lead strategist and a small internal team to conduct an intensive short-term discovery process, develop and gain consensus from executive stakeholders on re-invigorated brand architecture, positioning, promise, personality, new logo, visual and editorial voice.
We audited, consolidated and aligned the identity, naming positioning and expression of all company communications and a new brand strategy. “The Landkeepers” tagline was developed to claim a clear, relatable mission and affect maximum reach and impact with the core audience and benefactors.
I created and designed a brand identity system including new logos, photography, trail signage, marketing collateral, advertising campaigns, billboards, videos, and a new website.
In appreciation of the wide range of audiences, we created branded physical wayfinding signs visible from the road, paper maps available at the local businesses and trailheads, and interactive maps available on native apps for mobile and iPad.
We also spearheaded the awareness and fundraising campaign efforts for “The High Road,” an ambitious project to connect all 200 miles of Berkshire trails to towns. We created a 360° campaign involving ads, videos, direct mail, social, performance marketing, billboards, and follow-up events, leading to a fully-funded, multimillion-dollar success.
I collaborated with film director Karen Slade and Trout & Coffee Productions to create a series of editorial, social and promo videos explaining the concept and showcasing the natural beauty of the landscape.
