American Rivers protects and restores wild rivers. This non-profit improves water flow, reconnects fish and improves public safety. This is done through building partnerships with local river advocates, businesses and agriculture groups. Their overall objective is to preserve U.S. rivers for generations to come.
The goal for this non-profit was to improve their credibility through brand identity. With donations being their main source of revenue, they needed a clean professional look. The logo was changed to look more abstract as well as the color scheme. From there it was decided to give the rest of the brand a more minimalist style. Vector based art was used to contrast plain images of rivers and lakes.