The Brief

Rename and rebrand a beloved non-profit organization, known for 30 years as Lake Pontchartrain Basin Foundation. Address two key issues: its evolved mission, and bifurcated perception between the original brand and its core campaign: Save Our Lake. Re-envision a brand that properly balances its three modern core pillars: water quality, coastal restoration, and education. Develop a comprehensive brand book and manifesto detailing reimagined tagline, values, brand personality, alongside all editorial and visual guidelines.