First of it’s kind, environmental stewardship campaign.

research • identity • brand strategy • creative direction • workshop facilitation • regional expansion

The beauty of Tahoe takes our breath away, but it can also take our minds away too. Take Care is the antidote to the “vacation brain” we all experience from time-to-time. It is a series of small reminders that poke fun at the mistakes we all make when we’re not paying attention. This brand was created to inspire everyone, from the young and the old, to residents and visitors, to be more responsible when living, working or playing in the natural environment.

The purpose of Take Care is to build a culture of care-taking to change behaviors around litter. It is open to use in outreach efforts by public agencies, private businesses and nonprofit organizations. Cultivated in collaboration with environmental stakeholders, stand-up comedians, designers and writers, the campaign which debuted at the 2014 Lake Tahoe Summit hosted by U.S. Senator Dianne Feinstein.

MY ROLE

I created the Take Care brand with Nathan Laver back in 2014, on behalf of The Tahoe Fund and the Lake Tahoe Outreach Committee. The need was established by a group of more than 30 organizations from Lake Tahoe, CA who wanted to see more people connecting with their beautiful natural environment. We researched, defined strategy, designed and launched Take Care, the inventive grassroots environmental stewardship campaign. In 2019, I helped to launch the brand on the East Coast for the first expansion outside of California.