YORK RIVER WILD & SCENIC
A cause-driven brand identity and digital hub
The York River Stewardship Committee (YRSC) was formed following the official designation of the York River in Maine into the National Wild and Scenic Rivers System, one of 228 rivers. The National Wild and Scenic Rivers System was established by Congress to preserve rivers for the benefit and enjoyment of present and future generations. Tasked with implementing a stewardship plan, the YRSC committee faced challenges due to a nearly five-year gap in public activity since the initial study committee’s advocacy work.
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​fluent imc was engaged to audit and revamp YRSC’s branding and communications, with a specific focus on the website as a primary engagement tool. With a lean budget, we supported by developing a communications and branding strategy, brand identity, and a website design and launch within six months.
The goal was to establish YRSC’s brand identity as a publicly funded, local volunteer committee tasked with protecting a nationally significant river in partnership with the National Park Service.
This strategic approach maximized the impact of a small nonprofit budget, strengthening York River Wild & Scenic's public presence and outreach efforts.
Our team developed and implemented a comprehensive website overhaul to create a cohesive and engaging digital presence for YRSC while maximizing the impact of a limited budget. Key website improvements included:
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Wild & Scenic designation front and center: Ensuring visitors immediately understand YRSC’s significance and role.
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User-friendly navigation: Simplified structure and reorganized content to improve accessibility.
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Icon-based system: Designed to guide users to relevant information quickly and effectively.
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Regular updates & engagement tools: Easy-to-edit sections for committee meetings, news, and upcoming projects to keep the community informed.
The York River Wild & Scenic website now serves as a professional, user-friendly hub that educates, informs, and engages its diverse audiences. Despite the challenge of working within a lean budget and a six-month timeline, our strategic approach to research, branding, and digital implementation ensured a successful project. By leveraging research insights and digital best practices, York River Wild & Scenic has strengthened its brand presence and built a solid foundation for future growth in public awareness and stakeholder collaboration. If more time had been available, we would have provided metrics on the KPIs.
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