telling their story
The Bruce Trail Conservancy is a charitable organization committed to establishing a conservation corridor containing Canada’s oldest & longest footpath along the Niagara Escarpment, in order to protect its natural ecosystems and to promote environmentally responsible public access to this UNESCO World Biosphere Reserve.
Development of core messages and creative approach for their key campaign brochure involved obtaining a deep understanding key issues from the viewpoints of a variety of internal stakeholders as well as insights to the decision making habits of executives who would be approached with major donation requests. Previous involvement in the development of the “Close to nature. Close to home.” tagline also influenced the macro (significance of the trail to our environment) and micro (significance of the trail to us as individuals) approach to the design.
Testament to its effective and compelling messaging and design, the brochure continues to serve as a key communications tool for the Bruce Trail Conservancy’s Escarpment Legacy Campaign.