Branding for 4 NGOs

About This Project

The Deschutes Basin Special Investment Partnership, a loose affiliation of four environmental non-profits, wished to pursue sources of national funding.  They knew their cross-disciplinary approach—combining land conservation, ecosystem restoration and water rights acquisition—was a significant distinction that could attract funding.  But they faced challenges to formalizing their partnership, creating consistent messaging, and conducting collective outreach.

Market Research Phase

Market research for the project included a review of similar restoration projects and funding structures, identification of 150 funding prospects, interviews of key internal influencers, a written online survey to several hundred stakeholders, and phone interviews of prospective funders.

Strategic communications for Crooked River Watershed Council and partners


Message Platform, Branding & Next Steps

Moore Creative led the consulting and management team to agreement on core messages, most promising fundraising prospects, and a compelling brand (organizational name, logo and tagline) that positions the partnership to secure new funding. Mission-critical outreach strategies were also identified.


The brand identity reflects the interconnectedness of the organizations’ missions and the most compelling messages for stakeholders. And, the partnership was later selected for a statewide ad campaign for the Oregon Lottery, as an example of a successful project.

The Deschutes Partnership logo and tagline

Project Summary

Moore Creative and market research firm The Pulse Group were retained to create a single brand for four NGOs, identify prospective new funding sources (foundations, agencies, corporations), develop messaging compelling to target audiences, and recommend outreach strategies.


“Merry Ann is an extremely talented, creative and resourceful marketing consultant. She had her hands full, trying to tease out a common storyline for four successful, but very different conservation organizations that sought to partner and go jointly down a path that individually, they couldn't go. Her patience, tenacity and commitment were greatly appreciated by all involved and I'd have no hesitation in recommending her services.” Brad Chalfant Executive Director / Deschutes Land Trust

Branding, Communication Strategy, Market Research, Message Platforms