The Edmonton River Valley Conservation Coalition (ERVCC) is a group of citizens who are passionate about preserving the river valley; they’re a coalition of conservationists, runners, cyclists, scientists, artists, and proud Edmontonians. They’re supporting the conservation and restoration of the river valley through a systems-level focus on biodiversity, ecological integrity of the corridor, and history, while facilitating communication, learning, and cooperation amongst river valley conservation groups to advocate through participation at public hearings, public education, and political advocacy.
I was brought on board to help manage the communications and brand strategy for the group. Their early visuals were comprised of a simple sketch of the river valley’s path. An appropriate choice for the group, I refined this into an identity system that maintained that early concept. Since the group is a coalition of diverse voices, I’ve kept the identity restrained at clean, remixing this representation of the river valley and utilizing blues and greens for accent colours.