For more than 40 years, Vineyard Trust has been acquiring, preserving, and managing endangered historic landmarks on Martha’s Vineyard. Until recently, they had done this work rather quietly; they were not immensely well-known on the island, but they had the potential to be. Their new leadership understood that if they were going to fully realize that potential, they would need to take their brand to the next level.
To achieve this, Minelli worked closely with Vineyard Trust leaders, who helped us to understand the organization’s unique attributes, challenges, and opportunities. Low awareness and confusion with other island organizations was addressed through a revised name (originally Martha’s Vineyard Preservation Trust), a powerful new brand, website, and signage.