The Ask
The MA Department of Conservation & Recreation (DCR) approached us to refresh their brand with the hopes of drawing attention, recognition, and support to the important work they do from partners, residents, and tourists.
DCR is an essential state resource, born 20+ years ago out of a merger between the Metropolitan District Commission (MDC) and the Department of Environmental Management (DEM). Today it owns and oversees the most land across the state, and is responsible for overseeing all of that land as well as Massachusetts parks, parkways, and other public infrastructure. Yet, our research showed that most people are largely unaware of DCR, what it does, and why it matters to all of us. Even the DCR staff don’t know the full extent of DCR’s impact — and they lack a common language to tell that story.
That’s where we come in.
The Approach: New Brand Messaging
The purpose of strategic messaging is to demonstrate the value of what DCR does as an organization in a clear, relevant, consistent, and evocative way. This is not a script to be repeated verbatim; it is a resource designed to help give shape to all communication and create cohesion and continuity and bring the DCR brand experience to life.
Our strategic messaging starts with our position—the one thing we want people to know us for. As such, it’s the grounding idea at the center of our messaging framework and serves as our compass for all communication efforts moving forward.
Forever for Everyone: At DCR, we nurture the vital connection between people and nature. In a society where open land is bought, fenced, and gated off, we stand for something different—the power and profound value of public space. As stewards of a 450,000 acre state park system, we foster a Massachusetts that truly is a common wealth. One that belongs to all of us. Not just for today or tomorrow: forever, for everyone.
Next, we determined the brand pillars—the principles that define the brand experience that DCR delivers to MA residents and partners every day. As concise foundational statements, they are written to be easily shared, understood and acted upon by staff and leadership to support the brand strategy.
People at the center: People are at the heart of everything we do—both the communities we serve and our dedicated staff who serve them. We measure our stewardship success by the positive impact we have on those who live in and visit Massachusetts. To us, stewardship means more than just managing land—it means applying our skills and expertise to build and nurture relationships between people and places for this generation and those to come.
Access for all: We believe that the bond between people and nature is essential. Yet historically, many of us have faced barriers to enjoy safe, welcoming open spaces, because of disparities in race, ability, income, or language. That’s why we’re committed to keeping our natural and cultural resources public and accessible to all—no matter what town or neighborhood we call home. Every space we oversee is a place where everyone can relax, reflect, recreate and feel that they belong.
Public space is public health: Open space isn’t just nice to have: it’s fundamental to our health. It enriches our lives, and supports our physical activity and mental and emotional wellness. In a society where open land is bought, fenced, and gated off, we stand for the power and profound value of public spaces to improve our collective wellbeing. To us, public space is public health—and we’re investing in it for a healthier Massachusetts today and tomorrow.
Stewardship at scale: The work we do impacts every single one of us. We manage nearly half-a-million acres of essential land-based resources and the infrastructure that supports them. Protecting and preserving these takes both scale and collaboration. That’s why we work with partners, communities, and advocates to build resilience into our landscape—and invite every resident to be part of that mission.
Where recreation meets conservation: We know that recreation and conservation are deeply interconnected. Without healthy ecosystems, safe trails, and clean water, outdoor recreation isn’t possible. And without conservation, this legacy we all value and enjoy would eventually disappear. At DCR, we work to create opportunities for people to engage with the outdoors, knowing that the more they engage with these natural spaces, the more invested we all become in their future.
Seizing opportunity: Massachusetts public lands are more than just beautiful landscapes. They are powerful economic drivers. DCR-managed trails, parkways, and green spaces support local and trade businesses, boost tourism, facilitate daily commutes, and connect our communities. These assets – and the infrastructure that supports them – are essential to our common wealth. We protect and enhance them to grow their value and impact for today and for the future.
Our core messaging is a multi-level shorthand that makes it easy to explain what we do, how we do it, and why it matters. It builds off the ideas introduced in your position and pillars. And it’s a resource to ensure brand consistency across all types and lengths of communication about DCR.
1-Sentence Opener: As a state agency, the Department of Conservation and Recreation (DCR) works to nurture the vital connection between people and nature in Massachusetts.
1-Sentence Call-to-Action: Preserving and enhancing our Massachusetts natural, recreational, and cultural resources is a job for all of us – join us!
The Pitch (What We Do): As a state agency, The Massachusetts Department of Conservation and Recreation (DCR) works to nurture the vital connection between people and nature. We steward one of the largest, most diverse state park systems in the country and maintain nearly half a million acres of natural, recreational and cultural resources. We’re committed to preserving our natural resources and creating great recreational experiences for Massachusetts residents and visitors, so everyone can relax, reflect, and feel that they belong.
The Follow Up (How We Do It): Managing our state’s essential resources – and the infrastructure that supports them— takes both scale and collaboration. Our team of seasonal and full-time employees maintain our parkways, parks and recreational facilities, provide public safety and ranger services, manage critical water resources, and support private landowners and municipalities in caring for their own natural assets. Together with partners, communities, and advocates we’re building resilience into our landscapes and creating opportunities for residents to connect to and through them. Because the more we engage with these spaces, the more we care for their future.
The Closer (Why It Matters): Our public lands enrich our lives, support our health, connect our communities, and drive our economy. But without conservation, this legacy we all value will disappear. That’s why we’re committed to preserving and enhancing our natural and recreational ecosystem and keeping it accessible to all. Because we’re investing in a healthier Massachusetts in every way that it matters—not just today and tomorrow, but forever for everyone.
Our voice is how our messaging becomes a brand experience. It shapes what our language feels like to our audiences and help us set expectations, build relationships, and create continuity. That’s why all our messaging—from park signage to program descriptions—should carry a consistent voice that’s based on our brand position. It’s what we sound like when we are true to ourselves and what we want for the Commonwealth.
Welcoming: We want every space we manage and every interaction we have to feel accessible to everyone—no matter who they are, where they live, or what language they speak
What it's like: Friendly & Clear
What it’s not: Bureaucratic & Patronizing
Example: Welcome to Hingham Shipyard and Marinas. Enjoy your time on the water!
Confident: The work we do is essential and impacts every single Massachusetts resident. And only an organization of our scale and reach could manage and maintain such natural and cultural resources at scale.
What it's like: Passionate & Bold
What it’s not: Overblown & Self-Important
Example: The work we do makes the places that matter to you possible, from Boston to the Berkshires.
Purposeful: We’re here to protect the spaces and systems Massachusetts residents rely on to connect and enjoy the natural world. If we don't make conservation a priority, this legacy we all value and enjoy will eventually disappear.
What it's like: Direct & Unapologetic
What it’s not: Abstract & Preachy
Example: Natural public spaces don't just happen. It takes thought and effort to make sure you get to enjoy them.
Empowering: We know that building support for conservation starts with nurturing the connection between people and nature. Not just for those who already know and love the natural world, but for everyone who has yet to discover it.
What it's like: Compelling & Relatable
What it’s not: Moralistic & Jargony
Example: You can help us make this space better for all of us. Find out how.