BRAND DEVELOPMENT | MESSAGING. CD > Writer.

I was fortunate to be a committee member for the selection process of Grady Britton’s 2019 grant winner, providing the organization with $25,000 in-kind marketing and branding services.

After the devastating fire in 2017, Friends received a lot of attention and donations to help clean up the damage. The community was hurting. The land literally burning. But their work? So much more than repair; it’s about protection in the first place.

Friends operates as leaders-in-service to multiple communities — atypical to other conservation nonprofits, as protection of public lands is only one aspect of what they do. So after the fire, they emerged as the voice of reason and leader in the region, for diverse stakeholders with varying interests — some at odds with one another. It became clear we needed to help Friends understand what themes and insights were a key priority for who they were as an organization, as well as for their various audiences. We led brand workshops to surface and galvanize strong ideas and opinions so our brand positioning and thinking moving forward was aligned for them internally.

Friends then had their why. “To keep the Gorge a vibrant living place — wondrous, wild, and open to all — for future generations.” So we shifted to the creative expressions, or their how— voice, messaging, and an updated visual identity. As leaders not only in the wake of a crisis, but for future generations, we sought to enhance the vibrancy and versatility of the organization.

The descriptive name is something that worked in our favor. Friends of the Columbia Gorge spells out the who, so the messaging could lean on this, rounding out the story from different angles.

We also explored the rich territory of tone of voice. Friends staff needed guidance on best practices for communicating with all of its constituents, in practical, colloquial terms. We provided conversation-starters and short scripts based on themes highlighted in the workshops.

We also created a new illustrated logo. Due to the holistic approach of the Friends organization, their competitive landscape was quite complex. We had to consider a wide variety of contending entities in different industries when it came to design. Their existing identity did not convey the scope and professionalism in which Friends operate. So part of our creative challenge was to not only deliver a brand identity system that was distinctive in their field, but to demonstrate a level of validity to their audience. We also saw an opportunity to craft something aesthetically modern and future-facing — which none of their competitors were owning. Ultimately, our strategy was to build a brand identity that was simple, recognizable, and authoritative without sacrificing the friendly aspect of the organization.