Work: Case Study
Butler
Parklands
The Butler team came to us at a pivotal moment. They were evolving—from Butler Conservation to Butler Parklands—with a bold vision to expand their impact, grow into new geographies, and make the outdoors more accessible to more people.
They needed a digital presence to match that momentum. It started with a brand story that succinctly described their work and expanded to a new corporate site that captured the soul of their work, plus individual park sites to reflect the character of each landscape. The goal: build a brand ecosystem as thoughtful, expansive, and grounded as the places they protect.
From the start, we were aligned with Butler Parklands’ purpose: protect extraordinary landscapes and invite people to experience the immersive joy of exploring the wild—especially youth who often don’t have access to these places and activities. Butler’s work sits at the intersection of ecological preservation and human well-being, rooted in the idea that time in nature heals, connects, and transforms.
Our approach was to build a brand experience that mirrors the parklands’ experience—stunning, intentional, and full of quiet discovery. We wanted every touchpoint to reflect the beauty of each park, the care behind their infrastructure and programming, and the heart of their mission: to open up these rare places to a new generation of explorers and stewards.
Our collaboration included an updated brand story, branding for the new Butler Parklands brand, a new website with an interactive mapping feature, and a fresh format for park-specific sites, first with the development of the Black River Cypress Preserve website.
With its new brand in place, Butler Parklands’ breathtakingly beautiful and meticulously-designed parks get the shine they deserve. Their updated story, paired with a dynamic platform, not only amplifies Butler Parklands’ vision but also creates an experience for sharing their story, engaging new visitors, and inspiring deeper connections to the natural world.
