Friends of the Fells

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

Professional Services

Brand Guidelines


Marketing Collateral

Visual System

Brand Strategy

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.

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.

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.

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.

Choose your Own Adventure

Wholesome memories have been made, skipping stones and bird-watching. But you aren't ready for the fun to end.