It was necessary for our marketing materials to reflect their intent, direction and mission. We needed to connect with Kentucky’s natural resources, but in a trusted and subtle way, so as to not unsettle skeptical landowners. In addition, the mark also needed to be professional enough to earn the respect of local government agencies, lawyers and wealthy property stakeholders.
The life-sustaining white oak tree became our focal point in developing the brand. Not only is it a key resource and notable hardwood in Kentucky’s forests, it is also a key commodity used to produce one of Kentucky’s most notable products — bourbon. The logo mark uses the white oak leaves to model the iconic recycled logo, building a subliminal connection to the intent and importance the trust has of protecting our environment.
The website platform was built to educate, inform and promote both the importance and the benefits of land conservation from unbridled and uncontrolled development. The design shows off the benefits and opportunities for protecting the land and environment. Sections of the site are devoted to providing rich stories of successful trusts and to promoting educational