The Natural Area Preservation Association (NAPA) is now Texas Land Conservancy!

The decision to rebrand was not taken lightly.

Unfortunately, the NAPA acronym had an immediate association with either auto parts or the Napa Valley in California, which confused the purpose of the organizations mission.

While the mission still remains:

To protect native wildlife and plants and to conserve the landscapes that have been important to Texans for generations.

To save critical lands which are crucial for environmental functions such as clean air, erosion control, clean water, and wetlands protection

To conserve open space and reduce the negative effects of land fragmentation

To preserve the natural diversity essential to the continued health and survival of the environment we all share

The new name clearly defines the organization and better captures the role regarding Texas land conservation. The organization is the same but the new name Texas Land Conservancy has strengthened the position in the conservation community and set the standard for land conservation statewide.

McCraw Design collaborated with the director Mark Steinbach to learn more about the organizations background and future strategic plan which included increasing membership numbers, expanding acquisitions, and having a greater impact for community outreach.

The solution was a new name, tagline, logo, identity, website and collateral materials. All elements were launched at the same time for optimum visual cohesiveness and messaging.

Results: Membership numbers have increased with an increase in younger members, acquisitions are up and TLC just sponsored it's first event in Dallas, Texas.

We continue to enjoy our partnership with Mark and the Texas Land Conservancy.