Estuary Conservation Brand Refresh

casco bay estuary partnership

visual strategy | accessibility design | logo design | brand guidelines | Templates

Overview

We collaborated with Grimm & Grove Communications to refresh the visual identity for Casco Bay Estuary Partnership (CBEP). The project included a modernized logo, accessible design elements, and a comprehensive brand system. Guided by G&G’s strategy, the new identity reflects CBEP’s mission of environmental stewardship while engaging both existing and new audiences with consistent, accessible branding across all touchpoints.

About CBEP

CBEP unites municipal, state, and federal agencies, nonprofits, local businesses, and community members to protect Casco Bay and its watershed. With scientific expertise and a collaborative approach, CBEP addresses water quality, resilience, and conservation challenges, empowering communities to actively contribute to environmental preservation.

Our Contributions

In partnership with Grimm & Grove Communications, we led the visual strategy and design for CBEP’s brand refresh. We conducted a brand audit, collaborated on the narrative, and developed three visual concepts based on G&G’s insights. After refining the selected direction, we created two logo options, comprehensive brand guidelines, and reusable templates. Our rollout plan delivered a modern, accessible identity that resonates internally and externally.

Kind Words

"We were impressed by them initially because it seemed like they would have a fresh, innovative approach, and we were right. Melissa, Krista and staff listened deeply to what we wanted, assessed our current branding, and created modern and up-to-date messaging, logos, and other branding materials. They were responsive to our needs and worked really efficiently. We enjoyed working with them very much!"

- Victoria Boundy, Community Engagement Coordinator, CBEP

01
the problem

CBEP’s brand needed to evolve to connect with expanded and underserved audiences while reflecting their growing focus on climate resilience and water-related challenges. The brand also faced overlap with partner organizations, making it difficult to clearly communicate CBEP’s unique mission. Additionally, the brand needed to strengthen, rather than compete with, the messaging efforts of their partners.

02
Solutions

Strategize

Target new audiences by clarifying CBEP’s role in the Casco Bay watershed. Create consistent, approachable messaging with a clear tagline to strengthen community connections and reinforce the mission.

Design

Redesign the logo and visual identity to reflect mission and values with accessibility and inclusivity in mind. Use approachable colors, typography, and imagery that resonate with both partners and underrepresented communities, while differentiating CBEP from partner organizations and maintaining a cohesive brand presence.

Unify

Create a comprehensive brand book and style guide with clear visual guidelines to ensure consistency and accessibility across all mediums. Develop reusable templates for internal teams and external partners to maintain a unified brand presence.

Launch

Plan and execute a smooth brand launch with clear internal and external communication strategies. Provide a step-by-step rollout to introduce the refreshed identity across digital and print platforms, empowering CBEP’s team to confidently transition.

01
Brand Discovery & Strategy

G&G pinpointed opportunities through stakeholder interviews, research, and competitor analysis. Elliworth complemented this work visual brand audit to evaluate existing assets and identify opportunities for a refreshed identity.

Key Findings from G&G:
‍
CBEP needed a more approachable, accessible brand to better connect with the community, including underrepresented groups. Tailored messaging, highlighting their data expertise, and updating the visual system were key to expanding reach, strengthening partnerships, and deepening regional impact.

G&G updated CBEP’s messaging, including the tagline “Caring for our waters together,” emphasizing inclusivity and action while positioning the organization as a trusted leader in watershed protection. Audience personas were developed to guide targeted outreach.
‍
Elliworth recommended refinements to the logo, typography, color palette, and imagery, creating a cleaner, more consistent, and accessible visual identity that connects with diverse audiences and reinforces CBEP’s impact.

02
Visual Conception & Direction

The refreshed visual identity was guided by G&G’s research and audience insights, ensuring the design was strategic as well as aesthetic. Bold, earthy colors reflect CBEP’s stewardship and trust, while organic shapes and subtle map elements evoke a sense of place and interconnectedness. Inclusive imagery and accessible design further extend reach, modernizing the brand and reinforcing its leadership in water quality and habitat protection.

03
Logo Design

Logo Approach Keywords

- Science
- Stewardship
- Human
- Connected
- Collaboration
- Accessible
- Inclusive
- Organic/Earthy
- Approachable
- Community

04
Visual Identity System

The color palette was inspired by the natural landscape of the Casco Bay watershed, evoking a sense of place and connection to the environment. Deep blues and teals represent the waters while signaling expertise and support. Warm earth tones such as ochre, sandy beige, and rich brown reflect the land and human connection. Vibrant orange and airy blue accents add energy and clarity, keeping the palette grounded yet inviting.

All colors are designed for accessibility, ensuring strong contrast and readability.

Primary

#0e3455

#008975

Secondary

#72845c

#e4c5b1

Tertiary

#986f50

#cb6100

Neutral

#fffefa

Success

#9fb483 - op 25%

#9fb483

error

#c24936 - op 25%

#c24936

05
Reflection

Prioritizing Accessibility

One of the key takeaways from this project was the importance of accessibility in effective brand communication. Design is not just about appearance; it’s about functionality for everyone. From enhancing color contrast and typography to creating a more inclusive visual language, every decision aimed to make CBEP’s materials welcoming and usable for all audiences. True impact begins by removing barriers.

Design Grounded in Strategy

This project also highlighted that strong design is not subjective when it is grounded in research and insights. Every visual element, from organic shapes to bold, earthy colors, was created in response to audience needs, strategic goals, and opportunities identified during discovery. Thoughtful design guided by strategy builds connection, trust, and long-term brand equity.

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