Leveraging a grant from the Bob & Renee Parsons Foundation we undertook a brand redevelopment program to update our logo, define our brand purpose and articulate our brand position to ensure that we are aligned with the changing mission of the Conservancy, to reflect the views and aspirations of all of our stakeholders, and to shift public perception so that Arizona residents and visitors fully understand the role and mission of the McDowell Sonoran Conservancy. We engaged a branding firm to take us on the journey of discovery.
Many constituents were interviewed ranging from staff, scientists, stewards, board members, donors and others about their perception of the work of the Conservancy and its goal in preserving this cherished habitat.
From that discovery the following brand purpose statement emerged:
“To empower awareness and actualize global preservation.”
And from that emerged the brand positioning statement:
For you, the outdoors advocate, the civic-minded, and the passionate volunteer ready to make a difference in a world where opens spaces are increasingly uncommon, McDowell Sonoran Conservancy is the organization dedicated to effecting global preservation efforts through science and research at our local preserve. We equip a unique collective of volunteers with tools and structure to discover, learn and ultimately teach. Because we believe in empowering awareness through knowledge to transform citizens into stewards of their land.
What became evident during our research was the layers of contribution so many stakeholders have in defining the Conservancy and in the important roles they play in the functions of preservation, funding, research, education and advocacy. Those layers are echoed in the living environment where layers of rock meet flora and fauna and open sky. The poetry of the preserve is illustrated in strata and so that strata is mirrored in the shape of the logo. The Mountains above form the M in McDowell. The flora and fauna are the next strata and they form the S in Sonoran and finally the land itself, is shaped like a C representing the word Conservancy. And our tagline reflects our purpose in an elegant sentence of five words.
Mission & Vision
Our mission is to empower awareness and actualize global preservation with science, research, learning and teaching. Through the work of our scientific team and the dedication of more than 650 tireless volunteer outdoor advocates we care for and study the McDowell Sonoran Preserve.
Directors and Staff Members
Our work is implemented by more than 650 volunteers who help to provide public access to the Preserve, protect the Preserve through research and stewardship and increase the community's understanding and appreciation of the Preserve through educational programs and community events.