The Friends of Chapel Hill Parks, Recreation & Greenways is a non-profit which supports the Town of Chapel Hill Parks & Recreation Department by fundraising for park projects and recreational facilities. FCHPRG wanted to connect with current & potential donors through a fresh new brand identity design and website. Goals included streamlining both the donation & membership sign-up experience, increasing brand visibility, and improving perceived credibility. Their new brand and web presence speaks to the brand’s values: preserving land and open green spaces so that all families in Orange County have access to quality, equitable recreation opportunities.