“In Our Nature” campaign for Nova Scotia Nature Trust

For the “In Our Nature” campaign identity, Real & Good Creative paired Lodgepole with Today Sans Serif to create a typography system rooted in both character and clarity.

Lodgepole, used in the logo, brings an organic, handcrafted warmth that immediately evokes trails, tree lines, and the tactile feel of being outdoors. Its subtle irregularities and nature-inspired forms give the wordmark a grounded sense of place—perfect for a campaign centered on protecting Nova Scotia’s wild landscapes. Lodgepole’s personality helps the brand feel human, inviting, and deeply connected to the land.

To balance that expressive character, Today Sans serves as the supporting font across campaign materials. Its clean, modern, and approachable letterforms offer a sense of trust and accessibility, ensuring that calls to action, impact statements, and storytelling remain clear and legible. Today Sans complements Lodgepole without competing with it—its quiet confidence allows the logo to shine while reinforcing a cohesive visual voice.

Together, the combination of Lodgepole and Today Sans creates a brand system that feels rooted in nature, contemporary in execution, and emotionally resonant. The typography invites people to connect with nature, feel part of the conservation movement, and see themselves in the shared responsibility of protecting the lands we love.