The Client
National Trust for Local News
the challenge
Developing a Bold Brand for a National News Nonprofit
INDUSTRY
Nonprofit
objective
A bespoke brand for a new nonprofit
The National Trust for Local News is a national nonprofit newspaper company dedicated to protecting and sustaining community news. It’s mission is to prevent the spread of news deserts and reconnect people to the places they live. The nonprofit began in 2021 and now owns and operates papers in Colorado, Georgia, and Maine.
SOLUTION
Evoking heritage and local roots for journalism’s future
Our team built the Trust’s brand from the ground up, creating a recognizable brand that incorporates custom design elements and strategic messaging. The brand harnessed elements that spoke to the Trust’s roots in local communities and news, drawing upon imagery of small towns and urban areas, local events, and activities that might be mentioned in local papers. We were inspired by the Works Progress Administration (WPA) National Park posters to convey the Trust's value to grow and nurture local community news.
We deployed the brand across multiple mediums including their website, annual reporting, fundraising material, and social media. In addition, we created custom illustrations for the Trust which went on to win a Best-in-Show award from Communication Arts magazine, a renowned professional journal featuring all fields of visual communication.
from the client
“Declarative’s work for the Trust has helped define our organization, both in our minds and in the public’s. We've gone from an idea to a successful national organization in under three years, in no small measure because of Declarative’s work bringing our vision to life.”
—NTLN CO-FOUNDER
