How it started
Earthplace was working with CCS Fundraising in New York for its Capital Campaign. With a major building upgrade underway, Earthplace decided it was the right moment to refresh the brand itself. Rather than the New York firms CCS typically recommended, Earthplace wanted someone local and asked CSS for a Connecticut-based designer. CCS pointed them to Ruzow Graphics.
Nancy was easy to work with and very professional. She listened to all feedback and always responded quickly. We’re so happy with the final design!“
— Nicole Grotheer, Director of Marketing & Communications, Earthplace
Project goal
Earthplace’s identity was working — it didn’t need to be thrown out. The goal was a smart evolution: modernize the brand for clarity and flexibility while honoring the roots that made it recognizable. This would allow the organization to show up consistently everywhere its audience meets it, from a renovated building to a newsletter to social media.
The Challenges
This was deliberately not a wipe-the-slate-clean rebrand. The challenge was evolving a brand with real equity — keeping what worked, modernizing what didn’t, and expanding it to live in places the original never had to.
1. Evolve, don’t erase
The original icons by Karen Salsgiver were timeless and worth keeping. The work was updating around them — not replacing them — so the brand still read as Earthplace while feeling current.
2. Modernize for legibility and friendliness
The typography needed a modern update for clarity and legibility, and the palette needed to expand for more flexibility and vibrancy — without drifting away from the established brand.
3. Build for applications the brand didn’t have before
A nature center now needs to live on social media, in a newsletter, and in motion. That meant creating solid icon variations for alternate applications, a custom brand pattern, and a clean animated logo version.
We love the new font choice and are so excited about the new animation!”
4. Deliver real value on a tight nonprofit budget
As a 501(c)(3) on a limited budget, Earthplace needed a refresh that punched above its cost.
Nancy worked to get us a great deal on this design which we truly appreciate as we work on a very limited budget.”
The Process
Evolving the typeface
The previous type felt dated, so I selected a typeface with greater strength, warmth, and clarity. This created a stronger, more contemporary visual presence while improving readability.
Expanding opportunities
I also added a secondary typeface that was tall (like growing trees) and flexible enough to be friendly for their children’s programs and modern for conservation programs.
Streamlined feedback
All edits were done in Google Docs, making versions trackable and notifications immediate. Towards the end of the report, we moved to a PDF markup tool to make things go even faster and get across the finish line.
Punching up the color
The original colors were quite muted. I enriched them by making them bolder and brighter versions of the originals, and by adding a brown to represent the earth/soil in order to ground the images. This brown can be seen in the logotype.
Creating new applications
Designed solid icon variations (e.g., for social media), built a custom brand pattern, and produced an animated logo version — which debuted in Earthplace’s newsletter.
Nancy did a great job understanding our needs and giving Earthplace’s existing logo a refresh while staying very true to our brand.” to get us a great deal on this design which we truly appreciate as we work on a very limited budget.”
Creating new applications
During the kickoff meeting I recommended not deviating from the original illustrations. I felt it was important to create solid versions and concentrate on typography as the moving factor while they moved ahead with their capital campaign.
Two weeks later I presented a selection of type choices, placement and browns. I felt the original type was a little too distant from the icons. I presented four recommended typefaces, which were narrowed down to two. I then added the brown and the winner became obvious to Earthplace and myself!
I then animated the logo and developed the solid icons for the social media posts.
Final polish
Final delivery was a one-page brand guidelines document and digital files for all of their logos.
We appreciate the quick turnaround and ability to incorporate all of our notes into design edits easily. Nancy made the entire process very simple and efficient.”
