Service Offerings
Brand Positioning & Messaging
Strategic Communications
Visual Identity
The challenge
Casco Bay Estuary Partnership is one of 28 national estuary programs funded by the EPA. CBEP is located in Southern Maine and focuses on research and funding around clean water initiatives and providing technical assistance to municipalities in its watershed. Unfortunately, many people in the region didn’t know what CBEP was or what it did, and it was often confused with other water conservation organizations in the area. CBEP needed a new brand that reflected a more outward-facing effort to engage with people across the watershed who were not being reached—specifically diverse audiences such as seniors, people of color, inlanders, and immigrants.
The solution
We worked with CBEP remotely from Philadelphia to refresh its branding, tagline, and messaging and position it to align with new organizational goals, reach more diverse audiences, and attract new partners, all while centering its unique geography and ecological concerns.
Our work included:
A new, more inclusive and welcoming visual brand identity and assets, including a logo, style guide, and branded templates for marketing collateral.
A new tagline, brand narrative and messaging, communicating the breadth of of what CBEP does, and its authority as a convener and research hub in the region and beyond while focusing on concise, accessible language and an inviting, friendly tone.
The refreshed brand made CBEP more recognizable and relatable across the full region it serves—not just the Bay. Accessible, WCAG-compliant design, inclusive language, and recommendations for more diverse imagery help the organization better engage broader audiences. A clearer tagline and messaging reinforce CBEP’s impact across the entire watershed—while also differentiating the organization and strengthening alignment with its partner network.
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