Rensselaer Plateau Alliance and Rensselaer Land Trust were two grassroots organizations with deep histories of conservation and community engagement in Upstate New York. In 2024 they merged, creating new opportunities to amplify their impact across the region. They brought Minelli on to create their new name and brand.
The unified organization needed a name that felt rooted in local communities while reflecting a broader regional scope. Because their work spanned from the Hudson River to the Taconic Mountains, Hudson Taconic Lands (Hudson Taconic for short) emerged as the strongest and most inclusive name on which to build the brand.
The new brand expresses their region’s geography and a sense of welcoming. The logo is a simple, iconic representation of their diverse landscape. The bold color palette further evokes their landscape. The brand typeface is called Gabarito. It is humanistic and highly legible, reinforcing approachability and clarity.
Once the brand was completed, we provided design development across a wide range of applications, from a new website to signage. Hudson Taconic Lands now has the tools to forge deeper community connection and greater outreach.
