For nearly 50 years, the Kentucky Resources Council (KRC) has been the state’s only advocacy group dedicated to environmental law. They work tirelessly to protect Kentucky’s natural spaces, educate citizens, train lawyers, and speak up for those who can’t. But while their work is vital, many people across the Commonwealth still don’t know who KRC is — or the impact they make. To grow their base of donors and activists, they needed a brand that educates and activates.

Our challenge: build a brand that becomes a symbol of environmental justice in Kentucky.

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KRC needed a cohesive identity that clearly communicated who they are, what they do, and why it matters, without getting bogged down by divisive politics surrounding environmental issues. Their audience is broad, from those fighting for clean water in underserved communities to those working to protect butterflies and open land. The brand had to strike the right balance between professionalism and activism — establishing credibility while inspiring people to take action.

We worked with KRC as part of our Good Works program, a pro bono brand partnership. We refreshed their visual identity, keeping familiar elements like air, water, and earth, but injecting new energy with a bolder, more vibrant color palette. Updated typography brought a more approachable tone, while messaging was rewritten with clarity and confidence to inform and inspire.

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The result is a brand that feels both grounded and bold — one that honors KRC’s legacy while energizing its future. With a clearer voice and a stronger visual identity, KRC is ready to rally more Kentuckians around the fight for environmental justice. Because when people understand who’s fighting for them, they’re more likely to join the cause.

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"We now have a stronger voice outside of the courtroom, which will help us magnify our reach and our impact across Kentucky."

- Ashley Wilmes, Executive Director, Kentucky Resources Council

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