nature conservation for the 21st century


Trustees is a Massachusetts-based land conservation organization that preserves properties of scenic, historic, and ecological value for public use and enjoyment. Minelli worked with Trustees in the early aughts to develop the institution’s first comprehensive brand identity and engagement strategy. We developed a compelling market-focused message and uniform identity system that helped them attract new members and reach wider audiences. A decade later, the world had changed and so had the organization. Armed with new leadership, a new strategic plan, and greater visibility, they were poised to deepen their relationship with existing audiences and engage a new generation. In order to fully realize this opportunity, Trustees brought Minelli back to develop a new brand.

The fresh name (previously “The Trustees of Reservations”) and identity evolves from Trustees’ long history while positioning the organization for growth and continued evolution. The identity is composed of a set of interrelated flexible components. It is sustainable and holistic in ways that will serve the organization well into the future. At its core is the belief that Trustees inspires the human spirit in ways great and small. Across all their special places, in all their actions, they strive to foster emotionally rewarding experiences that bring people closer to nature and each other.

Since the rebrand, Trustees has gained significant momentum. With new properties and programming, the organization has expanded their reach to include over 50,000 household memberships—a 20% increase from the previous year—and 1.5 million annual visitors, a 25% increase from the previous year.