The Trustees is a non-profit land conservation organization based out of Massachusetts. The organization runs a variety of museums, historic spaces, and parks across the state, and needed a comprehensive brand system to cover wayfinding, print collateral, and other forms of branding. From the Trustees website:
The centerpiece of the Trustees mission is protecting places of ecological, scenic, and historic importance. We search far and wide to find Massachusetts’ most potentially endangered iconic landscapes and precious cultural relics, navigate the complex and long path to bring them under our protection, and allocate land stewardship resources and expertise to maintain their integrity long into the future.
Minelli Inc., a local design firm, helped rebrand the Trustees as they transitioned from being called the Trustees of Reservations. Flama is used for headers, and Freight Textfor body copy. The logo redesign concept is attributed to Rebekah Leiva, who was an intern with Minelli at the time. On their website, they write:
From insights gathered during the capture phase, we developed a new brand and recommended a name change that positions them as an innovative conservation organization focused on providing visitors not only access to nature, but also engagement with the world and each other.