Friends of the Fells
Establishing a lasting identity for advocacy and preservation of a much beloved natural resource.
Sector
Professional Services
Services
Brand Guidelines
Logo
Marketing Collateral
Visual System
Brand Strategy
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad3696f80e2469a68628_1-Friends_Fells_Branding_Header-min.jpg)
The Story
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.
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad3d75eae3e15d4aafe4_2-Friends_Fells_Branding-Business_Card-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad472c0ae3a59c57d839_3-Friends_Fells_Branding-hat-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad4c56e4a313e6813927_4-Friends_Fells_Branding-tote-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad50e99cfb824d779e79_5-Friends_Fells_Branding-ad-min.jpg)
branching outward and upward
Proportion worked with the executive team & board members to establish a lasting identity that helps position the organization for recognition during a time of increased exploration of natural urban escapes.
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad5cc2cc153fc9a635f1_6-Friends_Fells_Branding-mug-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad669836b7a84b9046bc_6-Friends_Fells_Branding-patches-min.jpg)
taking cues from the landscape
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.
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad6b6d50b630765a6612_7-Friends_Fells_Branding-t-shirt-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad6fabbcf43a25b35515_8-Friends_Fells_Branding-ad-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad74d418a8f10e71ee68_9-Friends_Fells_Branding-mugg-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad7bf462f6489b1c458d_10-Friends_Fells_Branding-pins-min.jpg)
remaining approachable, and, well, friendly
Overall, the new identity establishes trust and appreciation for the Friends of the Fell’s dedication and stewardship of a much beloved natural resource.
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3ad8568a30e3f42f925b5_11-Friends_Fells_Branding-postcard-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3adae3a36793d20b14976_15-Friends_Fells_Branding-pattern-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3adba56e4a313e6817bcb_14-Friends_Fells_Branding-pattern-min.jpg)
![](https://cdn.prod.website-files.com/65a7ff20d5b9d1a31007e151/65d3adc5f90e6e471ae1f80d_12-Friends_Fells_Branding-map-min.jpg)
credits
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Choose your Own Adventure
Wholesome memories have been made, skipping stones and bird-watching. But you aren't ready for the fun to end.