Touring through the National Parks Conservation Association’s Brand Journey
Written by
Kate Lawless
February 7, 2014

When Scott Kirkwood joined the National Parks Conservation Association (NPCA), headquartered in Washington, DC, as the senior editor of National Parks magazine 9 years ago, he knew he had a lot of work to do. The magazine was in desperate need of a redesign, the annual report had been neglected, and the logo hadn’t been revised since dinosaurs roamed the planet. He could sum up the brand in one word: stale.

But he said “We can do better!” Scott buckled down and began making small tweaks to the design department’s production and nearly 10 years later he’s lived to tell the tale of the NPCA’s brand revitalization. His side-kick, Annie Riker (who came on as a designer at NPCA in 2006) joined him on Tuesday, January 28, 2014, to talk to a large audience of brand-hungry design lovers at Groove Commerce’s new digs in Harbor East.

Participants nodded in agreement as Scott and Annie revealed their views on cultivating client and partner relationships and what constitutes engaging content. Check out some of the highlights from our Twitter feed below and some great moments captured above.

Note: all attendees and readers are welcome to contact Scott and Annie for questions about their experience or to hear more about their brand transformation journey with the National Parks Conservation Association (see also:

Scott: Email | LinkedIn | Portfolio

Annie: Email | LinkedIn | Portfolio





















When she isn’t scheduling social media and writing blog posts for AIGA Baltimore, you can find Kate Lawless designing communications, digital signs, documentation, and interactive software elearning for University of Maryland Faculty Physicians, Inc., in Baltimore. You can reach Kate on Twitter @katereez or at

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