What to do when branding, not a company, product or service, but a place.
McLaughlin Consulting was engaged to help site architects with branding for Nell’s Woodland, a 58-acre wooded site turned into a unique nature preserve in Ottawa, IL. The site, once private, was purchased by a benefactor who wished to create a place where people can connect to nature, programs, and educational opportunities that support stewardship in the areas of Ecology, Wellness, and the Arts. It is owned and managed as a 501(c)(3) organization.
Project scope: Initial branding for exterior wayfinding and building interior room signage.
Perception Journey
The importance of the nature preserve’s brand logo plays an even more important roll since public perception is being formed from scratch. The logo needs to embody the site’s purpose and be relatable throughout the perception building journey.
- The nature preserve’s name was a set: Nell’s Woodland. So its initial persona will be established, quite literally, at-a-glance via the logo.
- Project scope was straightforward.
Project Scope
Inspiration for Logo Developement
The client provided no specific direction for logo development. However, this nature preserve is like no other: It has a stated purpose and vision. Perfect creative fodder.
PURPOSE
- Nell’s Woodland is dedicated to facilitating a meaningful and connected relationship to nature through programs that support stewardship in the areas of Ecology, Wellness and the Arts.
VISION
- Engaging the beauty, peace and serenity of nature to empower well-being and growth.
SITE AMENITIES
- 2 new, novel design buildings for education, event and entertainment use.
- 2 future buildings for the Arts.
- 1.25 miles of heavily wooded walking trails with scenic overlooks.
Broad Logo Development Musts
- Be unique.
- Read at-a-glance in signage, print, web, social.
- Be executable (and usable) in color, B&W and reverse image.
- Scalable from large outdoor entrance signage down to a lapel pin.
First Pass Concepts
No specific direction was provided by client. Only the site purpose and vision. Presented three logo approaches to better determine what resonated with the client.
Approaches A and B above are more common, but able to be readily interpreted by the public.
Approach C purposefully supports the nature preserve’s purpose and visions, and can have more referential usage in all communications going forward.
Static Approach Applied to Usage Concepts
Each of the three logo approaches were conceptually applied to site entrance and wayfinding signage to give the client a better context for assessment.
Client Feedback
Approach C was the top choice, specifically the three “pillars” which were used to abstractly reflect trees and to mimicked the architectural supports of the new buildings.
Direction: Is there a way to make it more nature-like, more human.
Graphic Design Direction
Client feedback could not have been richer. “More nature-like and more human” immediately formed the graphic design question of how can abstract branches be viewed as nature AND human.
An inspirational visual of branches and rough drawn stick figures were provided to graphic design for logo refinement.
Final Logo
In just 24 hrs. the feedback and design direction was answered:
A logo of simple lines representing a person in motion and the veins of a leaf.
An ideal interpretation of person engaging with nature; evoking energy, engagement and life. This made the vibrant green of early spring foliage a natural brand color choice.
Many Thanks
Thank you to Oval Creative for their collaboration on this project. https://www.ovalcreative.com/
Thanks to their speed and insane creativity, the final logo art files were delivered with just two rounds of client review.
