A new identity to conserve our natural world

North Florida Land Trust is a nonprofit dedicated to preserving the rapidly disappearing natural spaces in our region. Since 1999, they’ve saved over 20,000 acres from development and urban sprawl.

They needed a brand refresh that captured the essence of their mission and the urgency with which the community needed to act to conserve our remaining wild spaces.

Our solution centered on a modern design with traditional inspiration. The iconic roseate spoonbill in flight, drawn in a timeless lithographic style, paired with serif and sans serif fonts in the brand name.

Spoonbill logo
NFLT branded stationary set of folders, paper and business cards
Laptop displaying the NFLT homepage website
Slideshow of subbrand logos. Ocala to Osceola, Bogey Creek Preserve, Amelia Forever and McQuilk Society

A brand takes flight

Four new distinct-yet-consistent icons were created for the North Florida Land Trust sub-brands to infuse the system with equity and flexibility. A secondary circular logo was created for use on merchandise and apparel.

T-shirt displaying NFLT logo
Green tote bag with the NFLT logo

Each icon pulls inspiration from our natural world, from the iconic longleaf pine in the Osceola National Forest to the flowers found on the dunes at Amelia island.

NFLT branded icons of a compass, flower, sun and pine tree
A collection of NFLT branded posters displaying spoonbills and otters.
Three NFLT Covers displaying a frog, trees and a woman planting trees.
Series of NFLT social posts displaying beaches and alligator imagery

North Florida Land Trust’s new tagline “In land we trust” is equal parts rallying cry and mission statement. Capturing the urgency of the task at hand while reminding of the role that wild places play in connecting our communities.

Woman wearing NFLT green hat with the text "in land we trust"
Hand holding a reusable water bottle with NFLT branded stickers
A beach flag with "amelia forever" and NFLT branding