Nonprofit Brand Development: A Complete Refresh for Preservation Pennsylvania

Working with Sharper Creative on our brand refresh helped us clarify our messaging

— Mindy C.

The Client

Preservation Pennsylvania is the Commonwealth’s only independent, statewide nonprofit membership organization dedicated to historic preservation. Founded in 1982, the organization protects Pennsylvania’s irreplaceable historic and cultural resources through advocacy, technical assistance, education and strategic partnerships

Over more than 40 years, the organization’s brand identity had fallen out of step with its mission. The formal, institutional look was frequently confused with government agencies like the State Historic Preservation Office – creating real barriers to growth. This confusion limited their ability to attract diverse supporters, secure foundation funding, and inspire the next generation of preservation advocates. They needed comprehensive nonprofit brand development that would position them as an action-oriented, forward-thinking nonprofit while honoring their commitment to Pennsylvania’s architectural heritage. This nonprofit brand development project would need to balance strategic positioning with authentic visual storytelling.

What We Did

We led Preservation Pennsylvania through a comprehensive brand development process, beginning with strategic discovery and culminating in a complete visual identity system with supporting materials. Throughout the six-month engagement, we balanced the need to get the design exactly right with Preservation Pennsylvania’s schedule of conferences and events.

Strategy + Messaging

Led brand strategy sessions with board, staff, and key stakeholders
Clarified the preservation landscape and identified unique differentiators
Refined the vision and mission to position preservation as essential to community prosperity
Established brand positioning that distinguishes Preservation Pennsylvania from government agencies and local preservation groups
Built a comprehensive messaging framework with ready-to-use copy blocks for multiple audiences
Crafted the tagline: “Protecting the past. Enriching the future.”
Documented the full messaging and brand narrative within the brand guidelines

Design + Ongoing Support

Designed a new logo with a Pennsylvania skyline inside a keystone shape
Established a Heritage Blue + Hemlock Green color palette
Developed a typography system using Proxima Nova, Raleway, and Fraunces
Built comprehensive brand guidelines covering visual identity, messaging, and applications
Applied the brand to stationery (letterhead, business cards, envelopes)
Designed cover templates for signature publications
Provide ongoing social media content and management
Write and distribute a monthly newsletter

What We Delivered

Brand Strategy & Positioning
Vision & Mission Statements
Comprehensive Messaging Framework
Tagline
Logo & Visual Identity System
Brand Guidelines
Stationery System
Publication Templates
Ongoing Social Media Management
Monthly Newsletter
Website (under development)

The Evolution of the Logo

Not every brand needs to be minimal. Preservation Pennsylvania came to us at a pivotal moment. After more than 40 years, their brand wasn’t serving them well. The Keystone logo led people to assume they were a government agency (they’re not). Their identity didn’t reflect the full scope of their preservation work across Pennsylvania. They needed a brand that could support their mission as they moved into a new chapter.

Finding the Right Direction

We collaborated with the board and presented initial concepts ranging from illustrative building compositions to more contemporary, simplified marks built around architectural elements like arches. Ultimately, the simplified approach didn’t feel right for this organization. Preservation Pennsylvania protects real places with real character – their logo needed to reflect that authenticity.

From Sketch to Final Mark

Once we established the direction, the logo evolved through multiple rounds of refinement. From early pencil sketches testing different building arrangements to detailed mockups, each element was carefully considered.

Subtle changes along the way – adding the turret to the Victorian building, reshaping the German bank barn, balancing the rooflines across the composition – brought everything together. Every detail in this logo plays a role in helping to tell the story of what Preservation Pennsylvania protects.

The Final Logo

Instead of a single-color contemporary mark, we used a historically grounded palette in a more realistic way that reflects the character and authenticity of the places they protect.

A Complete Logo Family

We developed the logo family to work in any situation or media required:

The main logo tells the full story
Two-color versions handle practical applications like screen printing
Horizontal versions fit into tighter spaces
Black and grayscale cover situations when color isn’t an option

The Transformation

This is strategic brand development. Understanding design principles, then applying the approach that serves the organization – even when it’s richer and more detailed than current design trends suggest.

Key Messaging

TAGLINE
Protecting the past. Enriching the future.

MISSION
Preservation Pennsylvania assists communities, organizations, government entities and individuals statewide in protecting and utilizing our irreplaceable historic and cultural resources. Through legislative advocacy, education, technical expertise and strategic partnerships, we ensure these treasures continue to shape Pennsylvania’s identity and fuel its sustainable growth for future generations.

BRAND POSITIONING
Preservation Pennsylvania is the only independent, statewide, nonprofit membership organization dedicated to helping communities protect and utilize the places that shape our shared heritage. Through expert guidance, advocacy and strategic partnerships, we empower individuals, organizations and policymakers to make preservation a driver of economic growth, community identity and sustainable development. By combining grassroots advocacy, legislative influence and hands-on support, we strive to ensure that historic and cultural resources remain valuable, relevant and beneficial for future generations – setting us apart from government agencies and local preservation groups.

BRAND SUMMARY
We help communities, organizations and individuals statewide protect and utilize the historic places that matter to them. Through advocacy, expert guidance and strong partnerships, we ensure historic and cultural resources continue to enrich communities, strengthen economies and inspire future generations. As the only independent, statewide nonprofit dedicated to this mission, we work at the intersection of history and progress – keeping the past alive while fostering a thriving future.

BRAND PERSONALITY
Trusted / Knowledgeable / Action-Driven / Community-Focused / Forward-Thinking / Passionate

The Results

The brand transformation has repositioned Preservation Pennsylvania as a modern, action-oriented organization that’s distinctly nonprofit and decidedly forward-thinking. The new visual identity immediately differentiates Preservation Pennsylvania from government agencies, while the comprehensive messaging framework gives staff and board members the language to articulate the organization’s value with clarity and confidence.

The professional, cohesive brand presence strengthens credibility with foundations and corporate partners, appeals to younger preservationists and diverse audiences, and provides a flexible system that scales from social media to conference materials. Most importantly, the rebrand has given Preservation Pennsylvania the strategic foundation they need to grow their impact – positioning historic preservation not as nostalgia, but as essential to Pennsylvania’s economic vitality and community development. This nonprofit brand development project demonstrates how strategic positioning and thoughtful design can reposition an organization for growth.

“Working with Sharper Creative on our brand refresh helped us clarify our messaging, and the visual identity is our own and no longer feels like a state agency. The response to the new logo has been overwhelmingly positive, and this is an exciting new chapter for Preservation Pennsylvania as we continue our mission of empowering communities to protect Pennsylvania’s historic places.”