Missouri River Relief: Connecting Communities with the River
Client Challenge
Missouri River Relief was in need of a rebrand that would reflect their mission of connecting people to the Missouri River. Their existing brand had become outdated and lacked the energy that defined their community of volunteers and staff. They needed an identity that could support future growth.
Our Approach
Hoot developed a comprehensive brand strategy through:
Collaborative workshop to articulate brand heart elements
Defining two distinct brand advocates for different program areas
Crafting positioning that highlighted their unique approach
Developing a distinctive brand personality
Creating a cohesive visual identity system
The Solution
Brand Heart Strategy
We identified that Missouri River Relief's core purpose is transformation—changing how individuals and communities perceive and interact with the river. Their vision embraces a future where the river is not feared but cherished, positioning them as facilitators of meaningful connection to this natural resource.
Vision: A world where all people experience meaningful connection with the Missouri River
Purpose: Transforming individuals and communities along the river
Business: Safely connecting people through stewardship, education, and recreation
Values: Play, Reverence, Adaptability
Brand Positioning
We positioned Missouri River Relief as the organization that provides safe, accessible ways for everyone to connect with the Missouri River. Their manifesto, "The River Changes Us," captures how direct experience with the river transforms perspectives and creates advocates.
We developed detailed brand advocate profiles—Andi Harrison for their main programs and Miles Thompson for the MR340 race—to guide targeted communication strategies that speak authentically to each audience.
Brand Personality
The brand personality centers on "Humble Power," balancing the mighty nature of the river with an accessible approach. This tension point guides both visual and verbal communications, with voice traits of being authentic, inviting, and wise.
Visual Identity System
The new visual identity includes:
A distinctive logo incorporating river, land, and nature elements within a shield shape
A nature-inspired color palette
Typography pairing sturdy Cooper with refined Crimson Text
Custom graphic elements reflecting the river ecosystem
Photography guidelines that capture authentic river experiences
Results
The refreshed brand provides Missouri River Relief with:
A clearer expression of their transformative mission
Consistent communications across diverse audiences
A foundation for fundraising and partnership development
Integration of their MR340 race while acknowledging its unique audience
With their refreshed identity, Missouri River Relief is equipped to connect more people with the river and continue transforming communities for generations to come.
Ready to Transform Your Brand?
Your brand should be as powerful and authentic as the work you do. At Hoot Design Company, we craft strategic brand identities that connect with audiences and inspire action.