SACRAMENTO VALLEY CONSERVANCYAPRIL 2-3, 2016
page 2SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
For Sacramento Valley Conservancy (SVC), we needed to create a unique design that communicated a certain message and emotion, and a establish a single, resonant identity
that speaks to and can be recognized by a wide diversity of audiences - all who value and desire diff erent aspects of the Sacramento Valley.
The Sacramento Valley Conservancy (SVC) was in need of a new brand identity system. Our team was tasked with developing logos for 3 separate property logos —
Sacramento Valley Conservancy, Camp Pollock and Deer Creek Hills. The goal was to create an identity that would would illustrate each property’s defi ning characteristics while
maintaining the overarching brand identity and presence across all properties.
brand development
page 3SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Sacramento is growing. The region is alive with energy, hope, and creativity. And cradling all of this is the Sacramento Valley —
this open horizon of rivers, grasslands, and oak trees that has seen countless sunsets and inspired generations of Californians.
This ageless, natural landscape is what defi nes the greater Sacramento region, and all of us need this open space to restore and recharge our spirit and soul.
This is the mission of the SVC — the Sacramento Valley Conservancy. We recognize the value and heritage of Sacramento’s natural spaces, and we work with landowners and
citizens to make sure there will always be a Sacramento wilderness for people to enjoy, embrace, and admire.
Open Space. For All.
brand messaging
page 4SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Our fi rst exercise was using an Empathy Map. This map marked four quadrants: Think, Hear, Say/Do, and See — and we brainstormed how audiences and stakeholders might perceive the existing SVC brand, based on these four diff erent reactions and actions.
We picked two diff erent design directions, and within this matrix, we positioned other known brands with similar missions, along with SVC itself.
EMPATHY MAP BRAND POSITIONING MATRIX
Research
page 5SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
VAL LOGOS ILLUSTRATOR EPS
Original Logo
page 6SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Logo Recommendation - All Properties
page 7SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
SVC Color Exploration
page 8SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
SVC Logo Exploration
“For The tall, ancient oak in the rolling, distant hills, calling out to us to walk down that trail and touch its wise, weathered bark…”
Deer Creek Color Exploration
page 10SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Camp Pollock Color Exploration
“Find your way outside; revisit the past by being present in nature once again…”
page 11SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Merchandise
page 12SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT
Social Skins
page 13SACRAMENTO VALLEY CONSERVANCY - BRAND DEVELOPMENT