national eagle center
Modernizing a brand so it soars into the 21st century
Established as EagleWatch, Inc. in 1989, the National Eagle Center grew to become a world-class learning center and advocate for bald and golden eagles.
In 2021, the National Eagle Center embarked on Phase I of a $27M renovation and expansion. It sought the development of a new brand, a new website, and an overall marketing strategy that would allow them to spread their message further and attract new visitors to their new museum-quality exhibits.
The Phase I renovation and expansion required the Center to close its doors from October 2021 until spring 2022.
Through research and interviews, our team uncovered the Center’s brand essence which came to life as Soar Beyond. From there we developed the new logo, updated the website and crafted a compelling manifesto. We also developed a consistent advertising campaign and public relations effort that put the Center on tour while they were closed, which attracted attention and resulted in significant news coverage.
We took over management of the Center’s digital ad buys and set up funnel campaigns to provide consistent follow-up to interested individuals.
An updated brand look and persona that is embraced by employees and visitors and is now featured across all channels. Increased visibility and media coverage at a time when the Center was closed. Overall a refreshed brand that has greater top-of-mind awareness and is attracting more visitors.
We adopted a more natural color palette and created an icon that can be used in a horizontal or vertical orientation.