Boothbay Region Land Trust (BRLT) entered its fortieth year on the heels of a successful capital campaign that secured Oak Point Farm as a public headquarters, visitor center, and nature preserve. Over the past year, BRLT has seen change not only in the land trust’s physical growth, but also in its communications and outreach resources. The land trust has been engaged in a number of recent upgrades aimed at enhancing the public’s ability to learn about and enjoy our services.

Last summer, BRLT launched a new and updated website, while also partnering with Maine Trail Finder, efforts that together are ensuring that more people than ever are finding and exploring our public preserves. This year, BRLT has continued its push to improve outreach by engaging in the rebranding process. To lead us in this exploration, BRLT hired the Portland-based advertising firm CD&M Communications. Since January, BRLT staff worked closely with branding expert Walter Briggs, who has over thirty years of experience in the field. Briggs engaged over 50 past and present board members, donors and volunteers to extract the true personality of the organization, as well the many services it offers to the Boothbay region community. This information was then distilled to create a ‘brand essence’ or, in other words, a focused expression of the organization’s goals, history and personality, intended to guide BRLT in all future decisions.

The rebranding process also led to a new logo and color scheme. The intent is to create better uniformity to BRLT’s look and messaging, while exhibiting cleaner, more versatile imagery that can be better reproduced digitally. The process was a very thoughtful and meticulous one, with constructive discourse and often strong consensus. All of this made two things very clear: 1) the region’s peninsular geography really defines BRLT’s sense of community and work; 2) the osprey is a perfect ambassador for the organization.

For 40 years, Boothbay Region Land Trust has worked towards a healthy environment through land conservation, stewardship and education. Just like the osprey, Boothbay Region Land Trust is tied to the land of the Boothbay region, and the ocean that surrounds us. It was our region’s resident environmentalist, Rachel Carson, who taught us that the osprey is an indicator species for the health of our Earth. She also reminded us that, “Like the resource it seeks to protect, wildlife conservation must be dynamic, changing as conditions change, seeking always to become more effective.” Boothbay Region Land Trust is committed to seeking always to be more effective, while remaining dynamic and adaptable to change.