The Inside-Out Rebranding of the NWRS

The U.S. Fish and Wildlife Service has been on a journey to rebrand American’s Best Kept Secret, the National Wildlife Refuge System. Kristen Gilbert, USFWS Branch Lead for Communications and digital Services, shared this rebranding journey with Friends. The presentation included:

• Developing a positive visitor-oriented experience,
• Creating signage consistency that allows for individual refuge identity, 
• Reaching new audiences that are more diverse and younger,
• Expanding outreach – print, media, and sponsorship