Nestled just outside Afton, MN, Belwin Conservancy has been inspiring connection with the natural world since 1971. As they entered a new phase of their life as an organization in 2022, I worked with them to refresh their brand by creating a new logo, expanding on their color palette, and giving them the tools they need to meet their growing marketing and communication needs.
As the centerpiece of the rebrand, we knew from the beginning that the logo needed to be simple and evocative. The logo features a meadowlark soaring up and over the landscape, towards a brighter future. The open sky, serene stream, and pop of gold capture the optimism, steadiness and energy with which Belwin does their work.
Belwin's existing color palette was very limited, which made it challenging for them to feature their wide variety of programming without materials looking repetitive. We expanded on their color palette, grounding it with a deep teal and adding other complimentary colors to be used to visually differentiate their offerings.
While the old brand served them well, the new elements we created hold greater possibilities for how Belwin Conservancy can represent themselves into the future.