Establishing a lasting identity for advocacy and preservation of a much beloved natural resource.

Friends of the Fells Brand Refresh

The Middlesex Fells Reservation, locally known as the Fells, is a Massachusetts state park covering more than 2,200 acres just north of Boston. The Friends of the Middlesex Fells Reservation is a non-profit dedicated to the protection and harmonious use of the Fells; promoting awareness, policies and programs to honor and preserve the urban forest reservation.

Proportion worked with the Executive Director and board members to establish a lasting identity that helps position the organization for increased recognition during a time of increased exploration of natural urban escapes.

The logo celebrates the ecological, historical and recreational resources of the fells. The double F icon not only creates a tree, but is also a representation of Wright’s Tower, a highly visible landmark of the reservation. Overall, the new identity establishes trust and appreciation for the Friends of the Fell’s dedication and stewardship of a much beloved natural resource while remaining approachable, and, well, friendly.

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