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By sgdesign

On 06, Jan 2015 | In | By sgdesign

Franklin Land Trust

Franklin Land Trust and I have been partnering since late 2011. The bulk of our work revolves around the production of their quarterly newsletters, annual report and promotions for their renowned D2R2 cycling event. This year though, brought a new, much-needed website overhaul, ushering them from a basic html-based site, to one that helps them integrate content, blogging, email marketing, a searchable property map and database, and seamless donation experience for their supporters. This was a heavy lift, with alot of data to organize and new pathways to carve through how their content is presented and created. In the end, we were able to launch in time for their 2014 Valley Gives Day push, bringing some extra “umph” to their end-of-year appeals.

Franklin Land Trust (FLT) sought to work together to breathe some new energy into their branding and print materials, revolving around the arrival of their 25th anniversary in 2012. Having a sound logo in place, we began by simply reinvigorating its colors before embellishing it with a contemporary variation on classical framing motifs. In branding the anniversary, there was a special opportunity to link their 25th year with the conservation of their 25,000th acre of land which was due to be complete before year’s end.

We then proceeded to roll out the year’s print projects, including a newsletter, an annual report and an events calendar. The two former pieces built upon existing materials with the addition of revised typefaces and colors, while the latter was an original solution which formatted the calendar as a brochure which folded out into a poster listing the year’s events.

The next opportunity to re-energize FLT’s brand came with the development of materials for their hallmark event, the D2R2 (Deerfield Dirt Road Randonnee). A new logo for the event was created by developing another frame around the existing FLT logo. This frame took the shape of a ribbon, detailed with a racing stripe that makes it reminiscent of a roadway. These motifs were then repeated throughout the event’s informational brochure. A new event jersey design is due to follow shortly.