Overview
We partnered with Idaho Fish & Game to evolve its brand from a fragmented, enforcement-heavy perception to a unified, conservation-led identity rooted in stewardship and shared responsibility. The result is a cohesive statewide system that aligns internal teams, clarifies public understanding and positions the agency to lead with transparency, trust and long-term vision.
Challenge
Idaho Fish & Game was widely recognized but not fully understood. Discovery revealed strong name recognition paired with limited clarity around how decisions were made, how public input shaped outcomes and what the agency stood for beyond regulation. Internally, regional variation and legacy habits had led to a patchwork of logos, naming conventions and visual systems that diluted brand equity and weakened consistency. At the same time, public perception was increasingly shaped by enforcement interactions, often positioning officers as regulators first and educators second. In a polarized cultural moment where trust in institutions is fragile, the agency needed to clarify its role, unify its teams and lead with stewardship instead of enforcement.
The Idea
Conserving Idaho’s Untamed Legacy. The creative platform captured both the emotional connection Idahoans feel toward their wild spaces and the agency’s responsibility to actively manage and protect them. “Untamed Legacy” honors tradition while signaling forward momentum, positioning conservation as dynamic, visible and participatory. Visually, we built a flexible statewide identity system grounded in place, science and service. Verbally, we established a voice that is clear, steady and human, bridging policy, biology and public sentiment with one unified tone across all touchpoints. The Results: Shifted public narrative from enforcement-first to conservation-led, reframing officers and staff as educators and stewards. Unified independent regional teams under one clear brand system, aligning language, visuals and direction during a period of internal growth. Implemented a Branded House architecture that eliminated logo fragmentation and strengthened statewide recognition. Built a flexible identity system designed to support increased visibility, public engagement and scrutiny in a polarized cultural landscape.
