Bruce Trail Conservancy Rebrand
Project Name
This project was a rebrand for the Bruce Trail Conservancy. It included a refresh of their visual identity, including a new logo, colour palette, and brand guidelines, while creating a captivating and user-friendly website that simplifies the user experience while still aligning with the Conservancy's mission of nature preservation.
Client Self-initiated
Date 2022
Design Branding, Web
Team Muniiba Farah, Adrian Orozco
Project Description
Bruce Trail is conserving nature for humanity. The conservation of the Niagara Escarpment has never been more important, both biologically and culturally. Our efforts are focused on ensuring a healthy future for people and ecosystems. We protect and care for land within the Niagara Escarpment in order to preserve
biodiversity for the benefit of everybody, and thereby make it accessible to travellers of all ages through the Bruce Trail.
Mission Statement
We are committed to equity, diversity, and inclusion. We wish to help the communities which surround the route, as well as maintain and respect the indigenous lands and communities that the path goes through. We also encourage individuals to explore and interact with the environment, motivating communities to adopt more sustainable and healthier lifestyles.
Tone of Voice
In the redesign, we retained the original logo's diamond shape but refreshed it with a new typeface. The diamond and arrow were separated into distinct elements. To represent brand pillars and navigation items, we constructed main brand icons using the Bruce Trail arrow. Our design aimed to appeal to a younger audience while remaining recognizable to older individuals.
Visual Redesign
For our proposed redesign of the website, we addressed the navigation and flow of the website first. We focused on cleaning up the content and organizing information under a clear and intuitive navigation so users know exactly where to look for information. The copy has also been made more concise to include what is most important and to save on scrolling space. Icons are used throughout for accessibility.
Website Redesign
