Conservation in the Shenandoah Valley has evolved significantly over the past several decades and so has the nonprofit organization Valley Conservation Council.
In early 2024, its leadership determined that it was time to update the organization’s name to better reflect its evolving identity as the only nationally accredited land trust exclusively working to protect the lands and waters of the Shenandoah Valley.
In the spring of 2024, Wallace360 began an in-depth rebranding with the task of establishing and rolling out a new name (Shenandoah Valley Conservancy), logo and brand that reflects a deeper strategic realignment within the organization, anchoring it in place and providing solid footing for additional support from all who recognize the Valley’s critical importance. Working through numerous iterations, Wallace360 ultimately developed a logo that artfully reflects the sense of place evoked by the Shenandoah Valley – delineated by the Blue Ridge and Allegheny Mountains, free flowing rivers and streams, and working farms and forests. This set the tone for a new visual identity with bold and distinctive colors that represent the organization’s conservation priorities with vigor.
In September 2024, we launched the new Shenandoah Valley Conservancy brand with a multi-channel strategic roll-out and continue to reinforce it with new branded items we had at the ready including a new website, business cards, letterhead, mailers, newsletters, invitations to the annual meeting and more.
Coupled with recent unprecedented funding and grants, the new brand helped demonstrate a newfound energy and strength and has already opened doors to new funding streams and partnerships that will advance its mission of land protection on a meaningful scale.
