Reframing a successful land-conservation effort for a broader regional mission.
00 / Overview
A new organization built for the next stretch of the coast.
After the Banning Ranch conservation effort achieved its land-protection victory, the organization’s purpose expanded. Agency689 created the Coastal Corridor Alliance name, strategy, identity, messaging, website, shop, and merchandise system to protect and restore the Santa Ana River Coastal Corridor.
Agency role Brand and Digital Partner
Client Coastal Corridor Alliance
Services Brand Strategy / Naming / Visual Identity / Messaging / Copywriting / Website Design and Development / Ecommerce / Merchandise Design
01 / Strategy and Naming
From one land campaign to an alliance for the corridor.
The new name widened the frame from a single property to a connected ecological system. “Alliance” recognized the role of volunteers, partners, donors, agencies, and residents, while “Coastal Corridor” gave the expanded geography a clear public name.
The brand had to feel local and remain clear across nonprofit communications, partnerships, social graphics, embroidered apparel, ecommerce, and community outreach.
02 / Identity
A local species became the signal.
The least tern, closely tied to the corridor’s biodiversity, informed the primary mark. Its blade-like wings, black tips, and eye mask became a crisp illustration, paired with colors from the wetlands, bluffs, and waterways and extended into monochrome, embroidery, social, and guideline applications.
03 / Website and Messaging
Turning understanding into participation.
The website organized the mission around land areas, planning, habitat restoration, beach cleanups, news, resources, volunteer activity, donations, and the shop. The structure gave visitors direct paths from learning to subscribing, volunteering, donating, and staying involved.
04 / Organizational Response
A clearer public identity for a growing organization.
Since launch, the client has reported stronger public understanding, donations, volunteer participation, and organizational growth. The brand now supports advocacy, education, fundraising, commerce, and community participation as connected parts of the same mission.
Each badge connects the CCA name to a specific local species, giving supporters a more personal way to identify with the land, water, and wildlife the organization protects.
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