Minnesota Native Landscapes is all-in on healing the Earth, positively impacting 10 million acres by 2030.
Minnesota Native Landscapes (MNL) needed to meet their lofty goals with a concerted awareness push. A pivotal part of that push was restructuring their identity to create something for their internal employees to rally around in service of that mission. They tapped SixSpeed to create an entire new visual way to show up that reflected their aspirations.
MNL needed to stoke the fire of external audiences who could help meet that 10 million acre goal. Those audiences were as diverse in their approach as MNL is in its offering. Their a group of ecologists, farmers, landowners, DNR workers, contractors, conservationists, and more. The goal was a simple visual solution that could unite a complex ecosystem of caring individuals around a larger mission.
A commitment to growth is the only way to rewrite the past.
Renewal. We articulated the MNL core values of:
Passion for the Mission
We Paint Everything We Cut or Weld
Positive Attracts Positive
Every Day We Write the Book
And created a mark emblematic of what they were trying to grow.
The logo uses a sprouting plant to showcase the growth that happens after a commitment to renewal.
The dynamic palette reflects the brand tone pillars: Positive, inspiring and active. Intentionally leaning away from using green as it’s a trope in the space.
The handmade pattern is reminiscent of their heritage add dimension to the design and a human element to the organic style that has been set.
MNL had a refreshed identity that reflected their larger mission in a way that defied the traditional ecological space, much in the way they defy conventional means at healing the Earth.
We have since helped them launch prairie kits, cover their flame-based restorations, and more. All with the heart of their new identity informing their future actions.
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