Friends of the Rockefeller State Park Preserve is a non-profit organization dedicated to ensuring the survival of the 1,500-acre natural treasure. As part of the New York State park system, the Preserve relies heavily on state funding, which plummeted as maintenance costs soared due to extreme weather events. Clearer, more consistent branding and messaging was needed across channels to tell the brand story, clear up misconceptions, and increase support for the Preserve.