Organizing an Organizational Identity

Schuylkill River Heritage Area gets creative and communicative with rebranding.

Schuylkill River Greenways National Heritage Area

Pottstown, PA

The Schuylkill River Greenways National Heritage Area is essentially a linear park that includes the Schuylkill River from headwaters to the confluence with the Delaware River in Philadelphia. As an association, SRGNHA raises funds to protect, promote and enhance the river’s environmental, historic and recreational opportunities.

From watershed resource advocacy to maintaining the popular Schuylkill River Trail, SRGNHA is a critical resource for the citizens and communities in Southeastern Pennsylvania and they required a rebrand reflective of their mission. A strategic branding plan, including definition of objectives, presentation of concepts and a lot of spirited client collaboration, resulted in a meaningful identity.

VFC’s rebrand of the Schuylkill River Heritage Area included a name change and the goal of developing an identity reflective of their mission to protect and connect communities along the Schuylkill River. The organization selected very specific typography and a color palette to support an original glyph that represents the river interacting with diverse communities.

Elements

Strategic Planning
Organization & Program Identity System
Brand Standards
Marketing & Outreach Collateral
Stationery System
Apparel & Premiums
Annual Report
Copywriting
Program Support
Development Campaigns
Social Media Support

Pottstown, PA Bike Share Program Branding

Rebranding a grass roots organization is gratifying because the client is excited and the people that they developed the branding for are too. Every brand touch holds the potential to advance the mission.

Especially useful for a volunteer organization like Schuylkill River Greenways, defined brand standards, or an organizational style guide, help multiple ad hoc efforts collaborate effectively and professionally. VFC took an inventory of existing collateral to develop a standard for dynamic, new Schuylkill River Greenways communications including an annual report that is representative of the organization and their mission to advocate, educate and protect—it’s a fresh approach that supports the brand and energizes the organization.

”Schuylkill River Greenways has used VFC for a whole spectrum of projects including the entire rebranding of our whole organization—and the product we receive is consistently fresh, creative, hip and appealing. They are both responsive and dependable, and they have helped us tremendously in communicating our message with style and substance.
Elaine SchaeferExecutive Director