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About This Project
Summary
Rails to Trails Conservancy (RTC) was founded in 1986 with the goal of preserving rail corridors as trails nationwide. Its purpose has since expanded to focus on reimagining safe public spaces for people to be active outdoors. RTC partnered with Outright & Vanguard Communications to conduct extensive research & focus groups, paving the way for a new brand identity. Designed by Outright, the brand captures the essence of a day outside & brings a breath of fresh air to the outdoor nonprofit space.
Goals & Objectives
The rebrand’s primary goal was to capture the expanse of RTC’s work beyond rail-trails to advocacy for outdoor access & connected communities. It was also important to attract a younger, more diverse generation of advocates, while maintaining trust among its existing community of donors & activists.
Results & Impact
The rebrand features a new logo system, original pattern, inclusive photography, & vibrant colors, showcased across digital, print, apparel, and more. The brand has been well-received by donors and partners, positioning RTC as a leader in outdoor advocacy and access, in every community nationwide.
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